Nigeria’s digital advertising sector is on track to dominate the country’s entertainment and media (E&M) industry, accounting for an estimated 84% of total ad spend by 2029, according to a new report by PwC.
The Africa Entertainment & Media Outlook 2025–2029 projects that Nigeria’s share will surpass the global average, with South Africa and Kenya following at 74% and 64%, respectively.
The report highlights retail display ads and paid search — such as Google and e-commerce platform placements — as the fastest-growing categories. PwC also forecasts a 7.2% compound annual growth rate (CAGR) for Nigeria’s E&M sector through 2029, outpacing Kenya’s 5.2% and South Africa’s 3.5%.
Connectivity has been a major driver of this digital transformation, with over 107 million Nigerians now online. Advertisers are increasingly leveraging data analytics, mobile engagement, and generative AI to target audiences more effectively and personalize campaigns.
“Advertising is shifting rapidly to digital,” PwC said in the report. “Nigeria is expected to reach 84% digital ad spend by 2029, surpassing global benchmarks.”
Generative AI is also reshaping the creative process across media and entertainment — from automated content creation to personalized recommendations. PwC notes that Nigeria’s youthful and tech-savvy population positions the country to benefit from AI-driven innovation in advertising and storytelling.
Live entertainment, which was heavily impacted by the pandemic, is also making a strong comeback, with revenues from concerts and esports now exceeding pre-pandemic levels.
Globally, PwC warns that regulatory changes, inflation, and weakening consumer confidence could dampen growth in the E&M sector despite rapid technological advances. However, the report emphasizes that Africa — particularly Nigeria — remains one of the most promising regions for digital media expansion in the years ahead.
