PwC’s Africa Entertainment and Media Outlook to 2030 points to continued growth in streaming and digital advertising across key African markets, while highlighting the commercial pressures facing broadcasters and media businesses.
According to figures reported in trade coverage, OTT video revenue is forecast to grow at a compound annual rate of 7.6% in South Africa, 15.9% in Kenya and 20.4% in Nigeria through to 2030. However, average annual revenue per subscription is projected at US$76 in South Africa, US$54 in Kenya and US$42 in Nigeria — significantly below the global average of more than US$100.
The figures underline a central challenge for streaming operators: audience and subscription growth do not necessarily translate into comparable revenue growth. Pricing, affordability, advertising-supported models and service bundling will remain important considerations as platforms compete for viewers across the continent.
Traditional television revenue is forecast to decline in South Africa, while continuing to grow more slowly than OTT in Kenya and Nigeria. Connected TV is also expected to capture a greater share of South Africa’s internet advertising market towards the end of the forecast period, reinforcing the need for broadcasters to strengthen their digital distribution and advertising strategies.
Kenya stands out in the digital advertising outlook. Internet advertising expenditure is projected to rise from US$313 million in 2025 to US$603 million by 2030, representing a compound annual growth rate of approximately 14%, compared with 7.2% globally. Video advertising is forecast to grow even faster, at 18.2% annually. Kenya’s overall entertainment and media market is projected to reach US$6 billion by 2030.
For African broadcasters, the forecasts point to opportunities in digital video, connected TV and hybrid revenue models, but also reinforce the importance of local purchasing power and sustainable monetisation. Growing digital audiences will need to be matched by effective advertising sales, compelling local content and business models suited to individual markets.
However, the figures should be read with an important qualification. The available trade reporting focuses on areas including internet advertising, gaming, cinema and 5G, without providing a standalone forecast for television or broadcast advertising revenue. At the time of reporting, PwC’s South African press room still listed its 2025–2029 edition, meaning the figures cited here come from trade coverage rather than a directly verified publisher release.
