Nigeria’s Entertainment and Media (E&M) sector is charting a record-breaking rise, cementing its status as Africa’s fastest-growing creative economy, according to the PwC Africa Entertainment & Media Outlook 2025–2029.
The report reveals that Nigeria’s E&M industry grew by 11.2% in 2024 and is projected to expand at a 7.2% compound annual growth rate (CAGR) through 2029, pushing total revenue from $4.1 billion in 2024 to $5.85 billion by 2029.
Key drivers of this growth include internet advertising, forecasted to rise by 12.3% CAGR, and a surge in music, streaming, gaming, and esports, collectively defining the country’s digital gold rush. Nigeria’s music, radio, and podcast market is growing at 7.5%, while OTT video streaming and gaming are projected at 8.0% and 7.6%, respectively.
The boom is fuelled by mobile-first youth audiences, affordable data, and the global spread of Afrobeats. Platforms like Spotify, TikTok, and YouTube Music are helping Nigerian artists reach global audiences, while digital ads are expected to generate $438 million by 2029, making Nigeria one of the world’s fastest-growing ad markets.
The report also highlights how AI-driven innovation, creative entrepreneurship, and cross-border partnerships are redefining African storytelling.
In conclusion, the PwC report is both a celebration and a critical warning. It confirms Nigeria has the single most potent digital-creative engine in Africa, but its “check engine” light is on. The path to a trillion-dollar economy is digital, but it can only be paved with data that is not just available, but truly affordable for all.
