Nigeria and Kenya are emerging as key growth markets for Africa’s streaming industry, with strong OTT video revenue projections and expanding digital advertising opportunities. However, PwC’s Africa Entertainment and Media Outlook 2026–2030, launched in Johannesburg on 13 October, highlights a persistent challenge for content owners and distributors: converting growing audiences into sustainable revenue.
OTT video revenue is forecast to grow at a compound annual growth rate of 20.4% in Nigeria and 15.9% in Kenya through 2030. Despite this momentum, average annual revenue per subscription is projected to reach just $42 in Nigeria and $54 in Kenya by 2030, well below the global average of more than $100. The figures underline the need for streaming platforms to explore alternative monetisation strategies, including advertising-supported tiers, competitive pricing and bundled services.
Kenya’s wider entertainment and media market is expected to reach $6 billion by 2030, supported by growth across digital platforms. According to The Standard, OTT video revenue is projected to more than double from $15 million in 2025 to $31 million in 2030. Internet advertising is also expected to nearly double, rising from $313 million to $603 million over the same period, creating additional opportunities for broadcasters, streaming platforms and digital content owners.
Nigeria’s entertainment and media market is forecast to reach $5.3 billion by 2030, with annual growth of 6.9%. Its projected OTT expansion makes the country a significant opportunity for content distributors seeking to reach larger digital audiences, although low average revenue per subscription remains a constraint on commercial returns.
For content sellers and rights holders, the outlook points to a market where audience growth does not necessarily translate into proportionate revenue. While Nigeria and Kenya offer compelling opportunities for streaming content, advertising-led models, bundled subscriptions and flexible licensing arrangements will be critical to maximising returns. The challenge for distributors will be to balance scale and affordability with sustainable revenue generation.
