Africa Entertainment & Media Outlook 2022‑2026


Five-year projections of consumer and advertiser spending data across Entertainment and Media segments for South Africa, Kenya and Nigeria.

Entertainment and media (E&M) revenue across South Africa, Nigeria and Kenya grew strongly in 2021 as all three markets, like the rest of the world, recovered from the effects of the COVID-19 pandemic.

Some of the sectors that saw immense gains amid the pandemic will not be able to sustain that growth, while others will continue to build from their higher bases. Some formerly niche sectors, such as gaming, will barrel their way into prominence, as other formerly dominant sectors will see their positions erode.

Industries that were more severely impacted in 2020, such as cinemas, live music and B2B trade shows, made strong comebacks and sectors such as video games and OTT video rose to new heights after thriving under lockdown conditions.

Territory outlook highlights

Understanding where consumers and advertisers are spending their money in the entertainment and media industry can help inform many important business decisions. The findings of PwC's Africa Entertainment and Media Outlook 2022-2026 uncover the latest trends, key perspectives and insights into the entertainment and media market helping the industry shape its strategies for the future. The Outlook includes five-year projections of consumer and advertiser spending data across Entertainment and Media segments for South Africa, Kenya and Nigeria.

Download the E&M 2022-2026 publication here

 

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Discover the data tool

Understanding where consumers and advertisers are spending their money in the entertainment and media industry can help inform many important business decisions.

PwC’s Global Entertainment & Media Outlook provides a single comparable source of consumer and advertiser spending data and analysis. Updated annually, the intuitive online tool allows you to easily browse, compare and contrast spending and growth rates.

Discover more here

 

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Michael Mugasa

Michael Mugasa

Partner and Leader | Private Business Services, PwC Kenya

Tel: +254 (0) 731 912 693

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