Digital advertising is projected to dominate Nigeria’s entertainment and media (E&M) market, accounting for 84% of the country’s total advertising spend by 2029, according to PwC’s Africa Entertainment & Media Outlook 2025–2029.
This projected share puts Nigeria ahead of the global average, with South Africa and Kenya expected to follow at 74% and 64%, respectively.
The report highlights that retail display and paid search, such as ads on e-commerce platforms like Jumia and paid search results on Google or Bing, are among the fastest-growing areas in digital advertising, Nairametrics reported.
“Advertising is shifting rapidly to digital. Nigeria is expected to reach 84% digital ad spend by 2029, surpassing global benchmarks. South Africa and Kenya are close behind at 74% and 64% respectively. Retail display and paid search are among the fastest-growing segments,” the report stated.
PwC also projects a compound annual growth rate (CAGR) of 7.2% for Nigeria’s entertainment and media market through 2029, compared to 5.2% for Kenya and 3.5% for South Africa, reflecting consistent expansion across the continent despite economic challenges.
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The report identifies internet connectivity as a major driver of this digital shift, with Nigeria now home to over 107 million internet users. This growing connectivity is changing how consumers interact with brands and how advertisers design their campaigns, with a stronger focus on data analytics and mobile engagement to achieve measurable results.
Generative AI (GenAI) is also emerging as a transformative force within the E&M sector, enhancing how content is created, recommendations are made, and audiences connect with brands. The report notes that Nigeria, with its young and tech-savvy population, is well-positioned to leverage GenAI to unlock new business opportunities in media, entertainment, and advertising.
PwC further observes that live entertainment in Nigeria is experiencing a strong rebound, with live music revenues now exceeding pre-pandemic levels and esports gaining traction. This resurgence, according to the report, highlights a renewed appetite for in-person experiences alongside growing digital engagement.
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Image Credit: 21st Century Chronicle
