Kenya is the world’s fastest-growing internet advertising market, and Nigeria is the fastest-growing streaming video market, according to PwC’s Africa Entertainment and Media Outlook 2026–2030, released in Johannesburg, South Africa, on 13 October 2026.
The annual report forecasts entertainment and media revenue in South Africa, Kenya and Nigeria to 2030. It finds 3 very different markets: South Africa is the largest and most mature, Kenya is mobile-first and advertising-led, and Nigeria is growing fastest from the smallest base.
Different starting points, different speeds
PwC forecasts South Africa’s market to grow from $16.6 billion (R301.8 billion) in 2025 to $19.4 billion (R352.4 billion) by 2030, a compound annual growth rate (CAGR) of 3.2%. The headline South African figure was released ahead of the launch briefing; the Kenyan and Nigerian projections were not.
Kenya is forecast to grow at 5.0% a year, from $4.7 billion to $6.0 billion. Nigeria is the fastest grower, at 6.9% a year, from $3.8 billion to $5.3 billion.
Connectivity is the largest revenue pool in each market. By 2030, PwC expects mobile and fixed services to account for about 60% of entertainment and media revenue in South Africa, 66% in Nigeria and 75% in Kenya.
Kenya’s advertising surge
Kenya’s internet advertising revenue is forecast to almost double, from $313 million in 2025 to $603 million in 2030, a 14.0% CAGR that puts it just ahead of India as the fastest-growing market globally. Video advertising, carried by social media and connected TVs, is growing faster still, at 18.2% a year.
“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement, and a mobile-first economy come together. The next stage is about converting that participation into value,” Michael Mugasa, entertainment and media partner at PwC Kenya, said.
South Africa remains the largest internet advertising market, projected to reach $3.1 billion (R55.7 billion) in 2030. In Nigeria, the segment is forecast to grow from $279 million to $439 million, with retail paid search expected to overtake traditional paid search by 2028.
Streaming grows, but on different terms
Over-the-top (OTT) streaming video revenue is forecast to grow at 20.4% a year in Nigeria, the fastest rate globally, and at 15.9% in Kenya. The base is small: PwC expects OTT revenue of about $78 million in Nigeria and $31 million in Kenya by 2030.
In South Africa, OTT grows at 7.6% a year while traditional television shrinks, from $1.9 billion (R34.7 billion) to $1.6 billion (R28.8 billion). In Kenya and Nigeria, traditional TV is still growing alongside streaming. The forecast follows MultiChoice’s decision to shut down Showmax as a standalone service on 30 April 2026.
Price is part of the story. PwC puts average annual OTT revenue per subscription in 2030 at $76 in South Africa, $54 in Kenya and $42 in Nigeria, against a global average above $100.
5G, gaming and Nollywood
By 2030, 5G subscription penetration is forecast to reach 86.8% in South Africa, 51.6% in Kenya and 35.3% in Nigeria, with fixed broadband growing faster than mobile in every market covered.
Each market is forecast to outpace global video games growth of 3.6% a year. Nigeria leads at 8.5%, rising from $286 million to $431 million, and social and casual games accounted for 77% of its gaming revenue in 2025. Kenya follows at 5.8% and South Africa at 4.3%.
Nigeria’s cinema revenue is projected to nearly triple, from $10 million to $29 million, a 22.8% CAGR, with local films taking almost half of the 2025 box office. In South Africa, music, radio and podcasts grew from R8.0 billion to R10.6 billion, and local artists made up 70% of the 10 most-streamed artists in 2025.
“Across these different growth stories, one thing is becoming clear: technology is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections,” Charles Stuart, Africa entertainment and media leader at PwC, said.
The outlook follows PwC’s Global Data Centre Outlook, published in September, which projects $255 billion of data centre spending in Africa by 2050, with South Africa, Kenya and Nigeria among its main markets.
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