South Africa’s media and entertainment sector strengthens its digital lead

SOUTH Africa's entertainment and media (E&M) industry is entering a period of steady, digitally driven growth, with PwC's Africa Entertainment and Media Outlook 2025-2029 projecting that the country will remain the continent's largest and most mature E&M market.

- SIPHELELE DLUDLA

Despite a modest compound annual growth rate (CAGR) of 3.5% through 2029, the sector's scale, infrastructure, and technological sophistication continue to set it apart from its African peers.

“Africa's E&M future promises a dynamic convergence of technology, creativity and market growth,” PwC said. “South Africa's continued investment in connectivity, digital skills and local content will determine how successfully it leads the continent’s media transformation”

The report shows that internet advertising, OTT streaming, and mobile gaming are the country’s fastest-growing segments, reflecting South Africa's expanding connectivity and the steady adoption of 5G.

By 2029, digital advertising is expected to account for 74% of total ad spend, as brands shift budgets away from traditional platforms toward performance-driven digital campaigns on social media, e-commerce sites, and connected TV.

Nigeria remains the fastest-growing E&M market in Africa with a 7.2% CAGR over the period (industry market value of $5.8 billion by 2029).