Nigeria’s entertainment and media (E&M) market is entering a digital-first era, with PwC’s Africa Entertainment & Media Outlook 2025–2029 projecting that digital advertising will account for 84% of the country’s total ad spend by 2029.
This projection places Nigeria ahead of the global average and ahead of regional peers like South Africa (74%) and Kenya (64%), marking the country as a leading force in Africa’s digital advertising revolution.
According to PwC, retail display ads and paid search, such as promotions on e-commerce platforms like Jumia and search results on Google or Bing, are the fastest-growing segments within Nigeria’s digital ad landscape.
“Advertising is shifting rapidly to digital,” the report stated. “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.”
The report further predicts that Nigeria’s E&M market will grow at a compound annual growth rate (CAGR) of 7.2% through 2029, outpacing Kenya (5.2%) and South Africa (3.5%).
Connectivity Fuels Digital Expansion
Nigeria’s 107 million internet users are driving this transformation. Improved broadband penetration and mobile access are reshaping how brands and consumers connect.
Advertisers in Nigeria are increasingly focused on data-driven campaigns that deliver measurable results. Mobile engagement and analytics are helping brands target audiences more effectively, while Generative AI (GenAI) is revolutionizing how content is created, optimized, and personalized.
The report highlights Nigeria’s young, tech-savvy population as a key advantage in adopting GenAI, positioning the country to unlock new business opportunities across media, entertainment, and advertising.
Live Entertainment Rebounds
Beyond digital, live entertainment is regaining momentum across Nigeria. PwC notes that live music revenues have surpassed pre-pandemic levels, while esports continues to attract new audiences and sponsorships.
This resurgence reflects a renewed appetite for physical experiences, even as digital engagement continues to dominate.
Global Outlook: Growth Amid Challenges
Globally, the E&M sector is undergoing a major economic transformation fueled by technology and evolving consumer behavior. However, PwC warns of structural challenges that could limit growth, including:
- Regulatory and trade restrictions increasing operating costs
- Inflation and economic uncertainty reducing consumer spending
- Weakened consumer confidence affecting demand for paid content
- Rising operational costs and stricter compliance rules pressuring profitability
Despite these challenges, technology-driven innovation continues to reshape how people create, consume, and pay for content worldwide.
The Road Ahead
Nigeria’s E&M market is poised for sustained digital growth, driven by connectivity, innovation, and a youthful population eager to embrace technology. As advertisers shift budgets online and GenAI reshapes creative processes, Nigeria could become Africa’s leading hub for digital media and advertising by 2029.
