In 2024, Nigeria, South Africa, and Kenya collectively generated over US$1 billion from live music ticket sales, gaming, and over-the-top (OTT) streaming services, signalling a robust growth trajectory for the continent’s digital entertainment sector. This information is drawn from the recently published PwC Africa Entertainment and Media Outlook 2025–2029 report.
The report credits this impressive growth to several factors, including an expanding middle class, increased disposable incomes, rapid urbanisation, and a young, tech-savvy population eager for new entertainment experiences. Post-pandemic spending trends indicate that consumers are investing more in leisure activities, online content, and live performances, suggesting a long-term shift toward entertainment-focused consumption.
South Africa continues to be the leading force in the region’s entertainment industry, generating revenue across key sectors:
- Live Music Ticket Sales: US$76 million, with a projected compound annual growth rate (CAGR) of 5.9% through 2029.
- Gaming Revenue: US$296 million, with a CAGR of 4.6%.
- OTT Streaming: US$226 million in 2024, expected to grow to US$302 million by 2029 at a 6% CAGR.
Nigeria is quickly closing the gap, driven by the rise of Afrobeats, dynamic gaming startups, and popular streaming platforms:
- Live Music Ticket Sales: US$1 million, with a CAGR of 1.8%.
- Gaming Revenue: US$176 million, showcasing a remarkable CAGR of 7.4%, the highest among the three nations.
- OTT Streaming: US$19 million, with an anticipated growth rate of 8.3% CAGR.
Kenya is also emerging as a key player in East Africa, fueled by a digital-savvy audience and a vibrant concert scene:
- Live Music Ticket Sales: US$1 million, with a CAGR of 2.1%.
- Gaming Revenue: US$153 million, reflecting a 6.9% CAGR.
- OTT Streaming: US$9 million, boasting the fastest growth in the region at an 8.5% CAGR.
The resurgence of live and in-person entertainment is notable as the sector rebounds from pandemic disruptions. South Africa’s festival scene, featuring major events like Ultra South Africa and Rocking the Daisies, continues to draw international crowds. Meanwhile, Nigeria and Kenya are heavily investing in their concert cultures, utilising social media to promote local music genres such as Amapiano and Afrobeats.
The gaming industry is one of the fastest-growing sectors, driven by the rising adoption of smartphones, improved internet access, and digital payment solutions. South Africa is witnessing growth in esports and content creation, while Nigeria’s mobile gaming sector is attracting significant global investment. In Kenya, gaming influencers and mobile-centric platforms are leading rapid growth.
The streaming landscape in Africa is also evolving, with local content strategies, user-friendly pricing plans, and improved 4G connectivity helping OTT platforms retain subscribers despite challenges such as high data costs and subscription churn.
Looking ahead to 2029, PwC forecasts that South Africa, Nigeria, and Kenya will collectively add nearly 2 million new OTT subscriptions, with South Africa retaining over 75% of the regional market share.
