Africa’s Media Money Is Shifting to Digital as Nigeria, Kenya and South Africa Embrace New Opportunities

Digital advertising, streaming and artificial intelligence are reshaping the entertainment industry, creating fresh opportunities for African creators and media businesses.

Africa’s media industry is undergoing a major transformation as more audiences move online, opening new opportunities for content creators, advertisers and entertainment businesses.

A new Africa Entertainment and Media Outlook 2026–2030 report by PwC identifies digital growth as a key force reshaping the industry in Nigeria, Kenya and South Africa. The report points to rising digital audiences, expanding advertising markets and growing demand for online video as important drivers of change.

The shift means that where people watch videos, listen to music, discover news and interact with brands is becoming increasingly important to how media companies make money.

For creators and publishers, the message is clear: producing good content remains essential, but reaching the right audience and finding sustainable ways to earn from that content are becoming just as important.

Three countries, three different opportunities

Although Nigeria, Kenya and South Africa are experiencing digital growth, each market has its own strengths.

Nigeria: Streaming and entertainment are gaining ground

Nigeria’s large, youthful population and growing digital audience are creating opportunities across streaming, gaming, cinema, music and online advertising.

PwC forecasts that Nigeria’s over-the-top (OTT) video revenue — money generated by streaming services delivered over the internet — will grow by an average of 20.4 per cent annually through 2030.

The country’s cinema market is also projected to expand from $10 million in 2025 to $29 million in 2030, representing annual growth of 22.8 per cent. Local films accounted for almost half of Nigeria’s box-office revenue in 2025.

For Nigerian filmmakers, digital creators and media companies, these trends point to opportunities to develop locally relevant stories, reach audiences beyond traditional distribution channels and explore revenue from advertising, licensing and partnerships.

Kenya: Digital advertising is growing rapidly

Kenya stands out for its mobile-first economy and strong online engagement.

PwC projects that internet advertising revenue will rise from $313 million in 2025 to $603 million in 2030. Video advertising is also expected to grow strongly, supported by social media and connected television.

This creates opportunities for digital publishers, video creators and brands that can attract engaged audiences and demonstrate the value of their content to advertisers.

South Africa: A larger, more mature media market

South Africa remains the largest and most mature of the three markets, supported by established communications infrastructure and a sophisticated advertising sector.

Its internet advertising market is projected to reach $3.1 billion by 2030. Connected television is also expected to become a more significant part of digital advertising as streaming and smart-TV use expand.

For media companies, the opportunity lies in combining established platforms with digital channels, using audience insights to deliver relevant content and helping advertisers measure results.

Why creators and media brands should pay attention

The growth of digital media is not simply about getting more views or followers. It is about turning audience attention into sustainable business opportunities.

For an independent filmmaker, this could mean distributing content online and exploring licensing deals. For a podcaster, it could mean attracting sponsors or developing a loyal audience around a specialised topic. For a news publisher, it could mean using digital platforms to reach readers while building direct relationships with subscribers.

Artificial intelligence could make these opportunities more accessible.

According to the report, AI tools can help translate and subtitle content, adapt stories for different audiences, improve content discovery and support more targeted advertising.

For example, a Nigerian creator producing a documentary in a local language could use AI-assisted subtitling to make it accessible to English-speaking viewers and other international audiences.

However, wider reach does not automatically guarantee revenue. Creators still need compelling content, audience trust, effective distribution and a clear business model. Copyright, attribution, privacy and human oversight also remain important when using AI.

The money is moving, but traditional media is not disappearing

The growth of streaming and digital advertising does not mean television, radio, newspapers and other traditional formats will immediately become irrelevant.

PwC’s findings suggest that traditional and digital channels will continue to coexist, with the pace of change varying across markets.

For media businesses, the challenge is to understand where their audiences spend time and adapt accordingly. A radio station might build a podcast offering, a newspaper might expand its video coverage, and a filmmaker might combine cinema releases with digital distribution.

The most effective approach will depend on the audience, the content and the business model.

The bigger picture

Africa’s digital media expansion presents an opportunity to turn the continent’s creativity, languages and cultural diversity into wider commercial reach.

But the businesses best positioned to benefit will not necessarily be those producing the most content. They will be those that understand their audiences, build trusted brands, protect their intellectual property and develop reliable ways to earn from their work.

As Nigeria, Kenya and South Africa move towards increasingly digital media markets, the real opportunity is not just to be seen online. It is to build content and media businesses that can grow with their audiences.

The takeaway: Africa’s media future is becoming more digital, but creativity, audience trust and the ability to turn attention into income will remain central to success.