The PwC Africa Entertainment & Media Outlook 2025–2029 has projected that digital advertising in Nigeria’s entertainment and media (E&M) market will account for 84 per cent of the country’s total ad spend by 2029
This share places Nigeria ahead of the global average, with South Africa and Kenya following at 74 and 64 per cent, respectively.
According to the report, 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 forms of digital advertising.
It read in part: “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 also projects a compound annual growth rate (CAGR) of 7.2 per cent for Nigeria’s E&M market through 2029, compared to 5.2 per cent for Kenya and 3.5 per cent for South Africa, signaling steady expansion across the continent despite economic headwinds.
The report identified connectivity as a major enabler of the shift as Nigeria now has over 107 million internet users. This trend shows that the way people connect with brands is changing.
It noted that Nigerian advertisers now focus more on campaigns that bring real results, leveraging data analytics and mobile engagement to target audiences more effectively.
The report further pointed out that Generative AI (GenAI) is becoming a powerful game-changer in E&M industry, improving how content is created, how recommendations are made, and how audiences engage with brands.
It added that Nigeria, with its young and tech-driven population, is well-positioned to tap into GenAI’s potential to unlock new business opportunities in media, entertainment, and advertising.
PwC also noted that live entertainment is rebounding, with live music revenues surpassing pre-pandemic levels and esports gaining momentum and attributed the resurgence to a renewed appetite for physical experiences alongside digital engagement.
