PwC is projecting continued growth in Africa’s entertainment and media industry, with digital advertising, streaming, mobile consumption and artificial intelligence expected to shape the sector in the coming years.
The firm is due to launch its Africa Entertainment and Media Outlook 2026–2030 in Johannesburg on October 13, covering South Africa, Kenya and Nigeria.
Ahead of the launch, PwC said South Africa’s entertainment and media market is expected to grow from R301.8bn in 2025 to R352.4bn by 2030, representing an increase of R50.6bn.
The projected growth translates to a compound annual growth rate of 3.2 per cent, slightly below the 3.4 per cent global rate forecast by PwC.
PwC has not yet released its projections for Nigeria and Kenya ahead of the launch.
The report is expected to examine trends and opportunities across the three African markets, with particular attention to digital advertising, connectivity, mobile-first consumption, streaming and AI.
The outlook follows PwC’s Global Entertainment and Media Outlook 2026–2030, which projects global industry revenue to reach $4.2tn by 2030 from $3.5tn in 2025.
According to the global report, the industry is expected to grow at a compound annual rate of 3.4 per cent over the five-year period, driven largely by digital ecosystems.
Advertising is projected to remain a major growth area, with global advertising revenue expected to rise from more than $1tn in 2025 to $1.4tn in 2030.
PwC also expects live and immersive experiences, including sports, concerts, trade shows and other in-person events, to expand as consumers continue to seek physical experiences despite the growing dominance of digital platforms.
Streaming is also expected to remain a significant part of the industry, although PwC said subscription growth would slow as consumers face an increasing number of paid services.
Global over-the-top revenue is projected to rise from $226.6bn in 2025 to $304bn by 2030, with advertising accounting for a growing share of streaming revenue.
PwC said AI would increasingly influence content production, audience recommendations, advertising, personalisation and other parts of the entertainment and media value chain.
The Africa Entertainment and Media Outlook will be presented by Charles Stuart, PwC’s Africa Entertainment and Media leader, at the Southern Sun Hyde Park in Johannesburg.
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