{"id":2182832,"date":"2025-12-01T13:55:28","date_gmt":"2025-12-01T13:55:28","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2182832"},"modified":"2025-12-01T13:55:28","modified_gmt":"2025-12-01T13:55:28","slug":"rapid-digital-innovation-fuels-nigerias-entertainment-media-growth","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/rapid-digital-innovation-fuels-nigerias-entertainment-media-growth\/","title":{"rendered":"Rapid digital innovation fuels Nigeria\u2019s entertainment, media growth"},"content":{"rendered":"<p><\/p>\n<div>\n<p>                        <!--To ensure accurate tracking it is essential that you replace [CACHEBUSTER] in the tag below with a random number or timestamp.--><\/p>\n<p>                        <iframe loading=\"lazy\" src=\"https:\/\/servedby.flashtalking.com\/imp\/7\/249648;8674159;201;jsiframe;BusinessDayNetwork;ZohoBusinessdayNG300x250\/?ft_custom=&amp;imageType=gif&amp;ftDestID=39713871&amp;ft_width=300&amp;ft_height=250&amp;click=&amp;ftOBA=1&amp;ftExpTrack=&amp;gdpr=${GDPR}&amp;gdpr_consent=${GDPR_CONSENT_78}&amp;cachebuster=[BDAY]\" allowfullscreen=\"true\" webkitallowfullscreen=\"true\" mozallowfullscreen=\"true\" frameborder=\"0\" scrolling=\"no\" marginheight=\"0\" marginwidth=\"0\" topmargin=\"0\" leftmargin=\"0\" allowtransparency=\"true\" width=\"300\" height=\"250\"><br \/>\n                        <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/servedby.flashtalking.com\/click\/7\/249648;8674159;0;209;0\/?gdpr=${GDPR}&amp;gdpr_consent=${GDPR_CONSENT_78}&amp;ft_width=300&amp;ft_height=250&amp;url=39713871\" target=\"_blank\"><br \/>\n                        <\/a><br \/>\n                        <\/iframe><br \/>\n                        <!--To ensure accurate tracking it is essential that you replace [CACHEBUSTER] in the tag below with a random number or timestamp.--><\/p>\n<p>Nigeria remains the fastest-growing Entertainment and Media (E&amp;M) market in Africa \u2013 the growth is driven by rapid expansion in internet advertising, video games and esports.\n<\/p>\n<p>The African E&amp;M sectors in Nigeria, Kenya, and South Africa continue to outperform global benchmarks, displaying resilience in the face of ongoing macroeconomic challenges.\n<\/p>\n<p>In 2024, Nigeria led the region with a remarkable 11.2percent growth rate, followed by Kenya at 7.1 percent and South Africa at 6.2 percent.\n<\/p>\n<p>\u201cLooking ahead, the compound annual growth rate (CAGR) through 2029 is projected to be 7.2 percent for Nigeria, 5.2 percent for Kenya and 3.5 percent for South Africa, indicating sustained momentum across all three markets,\u201d according to PWC\u2019s Africa Entertainment and Media Outlook (2025-2029).\n<\/p>\n<p>Other drivers of the growth in Nigeria\u2019s E&amp;M market include the over-the-top (OTT) streaming, and audio content such as music, radio and podcasts.<\/p>\n<p>\u201cNigeria\u2019s E&amp;M growth is driven by a predominantly young population and rapid digital innovation that\u2019s reshaping how content is created, consumed and monetised,\u201d said Udochi Muogilim, Technology, Media and Telecommunications Leader, PwC Nigeria.\n<\/p>\n<p>The global economy is undergoing significant transformation, unlocking great value across all industries. The E&amp;M sector remains a key player in this shift, positioned at the intersection of technological convergence and evolving consumer behaviour.\n<\/p>\n<p>This year\u2019s analysis highlights several critical themes shaping the future of the industry.\n<\/p>\n<p>According to the report, mobile internet and video streaming are expected to lead growth, fuelled by cheaper data plans and smartphone penetration.\n<\/p>\n<p>\u201cGaming and social media advertising are also gaining traction, especially among gen z and millennial audiences. While infrastructure remains a challenge, the pace of digital innovation is outpacing the obstacles.<\/p>\n<p>\u201cThis rapid expansion is underpinned by the country\u2019s population size, the largest in Africa, and an exceptionally young median age that fuels demand for digital content across all sectors,\u201d PwC report stated.\n<\/p>\n<p>The report noted that traditional media, like print media, continue to decline due to the ongoing migration to digital formats, with newspapers and magazines seeing a consistent drop in circulation and advertising revenue.\n<\/p>\n<p>Read also:\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/businessday.ng\/life-arts\/article\/music-esports-drives-nigerias-entertainment-revenue-by-11-2-percent\/\" target=\"_blank\" rel=\"noopener\">Nigeria\u2019s entertainment revenue jumps 11.2% in 2024, driven by music, e-sports<\/a>\n<\/p>\n<p>\u201cSimilarly, terrestrial TV and radio are showing slower growth as audiences, especially younger ones, transition to online and satellite alternatives, although these traditional media sources still hold relevance in rural and underserved regions.<br \/>\u201cInfrastructure challenges remain, particularly in rural areas, but ongoing investment in fibre rollout and 5G deployment is expected to improve connectivity and unlock new digital experiences\u201d, according to the report which provides a compass for entertainment and media (E&amp;M) leaders as they navigate the coming years.\n<\/p>\n<p><strong>Digital demand reshapes the market\u2026<\/strong><\/p>\n<p>A key driver of Africa\u2019s E&amp;M growth is the rapid expansion of internet advertising, particularly in Nigeria and Kenya, where mobile-first internet usage is accelerating.\n<\/p>\n<p>Kenya stands out globally, with its internet advertising market projected to grow at a Compound Annual Growth Rate (CAGR) of 16 percent\u2014the fastest globally. OTT services are growing at a CAGR of 6.7 percent in South Africa, 8 percent in Nigeria and 11.2 percent in Kenya, reflecting strong consumer demand for digital content.\n<\/p>\n<p>GenAI is emerging as a transformative force in the E&amp;M industry, enhancing content creation, recommendation engines and customer engagement.\n<\/p>\n<p>Nigeria, with its youthful and tech-savvy population, is particularly well-positioned to harness GenAI\u2019s potential. Live entertainment is also rebounding, with live music revenues surpassing pre-pandemic levels and esports gaining momentum across the region.\n<\/p>\n<div class=\"author-bio\">\n                                <b> <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/businessday.ng\/author\/iheanyi-nwachukwu\/\" title=\"Posts by Iheanyi Nwachukwu\" rel=\"author\">Iheanyi Nwachukwu<\/a> <\/b><\/p>\n<p> Iheanyi Nwachukwu, is a creative content writer with over 18 years journalism experience writing on banking, finance and capital markets. The multiple awards winning journalist is Assistant Editor, BusinessDay.  Iheanyi holds BSc Degree in Economics from Imo State University; Master of Science (MSc) Degree in Management from University of Lagos.&#13;<br \/>\nIheanyi has attended several work-related trainings including (i) Advanced Writing and Reporting Skills (Pan African University, Lagos); (ii) News Agency Journalism (Indian Institute of Mass Communication {IIMC}, New Delhi, India); and (iii) Capital Markets Development and Regulations (International Law Institute {ILI} of Georgetown University, Washington DC, USA). <\/p>\n<\/p><\/div>\n<p>                                                <!-- <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/businessday.ng\/wp-content\/uploads\/2023\/07\/Newsletter-webBanner2.jpg?w=1170&ssl=1\" class=\"newsletter-banner\"> --><\/p>\n<p>                        <span><span><\/p>\n<div class=\"ad-container mobile-only  \">\n<div class=\"ad-container-inner\"> <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/premium.businessday.ng\/offer.php\" rel=\"nofollow\" target=\"_blank\"> <img decoding=\"async\" src=\"https:\/\/cdn.businessday.ng\/wp-content\/uploads\/2025\/10\/Premium-T3.jpg\" height=\"250\" width=\"300\" alt=\"\" loading=\"lazy\" style=\"object-fit: contain;\"\/> <\/a> <\/div>\n<\/div>\n<p><\/span><\/span>                    <\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source businessday.ng \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nigeria remains the fastest-growing Entertainment and Media (E&amp;M) market in Africa \u2013 the growth is driven by rapid expansion in internet advertising, video games and esports. The African E&amp;M sectors in Nigeria, Kenya, and South Africa continue to outperform global benchmarks, displaying resilience in the face of ongoing macroeconomic challenges. In 2024, Nigeria led the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2182833,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[],"class_list":["post-2182832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/12\/Rapid-digital-innovation-fuels-Nigerias-entertainment-media-growth.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2182832","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2182832"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2182832\/revisions"}],"predecessor-version":[{"id":2182834,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2182832\/revisions\/2182834"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2182833"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2182832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2182832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2182832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}