Nigeria, South Africa, and Kenya collectively generated over $1 billion in 2024 from reside music ticket gross sales, gaming, and OTT streaming highlighting the continent’s accelerating digital leisure financial system.
That is in accordance toPwC Africa Leisure and Media Outlook 2025–2029 simply launched.
The report attributes this progress to Africa’s increasing center class, rising disposable incomes, fast urbanisation, and a younger, related inhabitants hungry for brand spanking new experiences. Submit-pandemic, customers are spending extra on leisure, on-line content material, and reside performances, signalling a long-term shift towards entertainment-led consumption.
South Africa stays the area’s leisure powerhouse, incomes throughout reside music, gaming, and OTT streaming:
Nigeria is quick catching up, propelled by Afrobeats, gaming startups, and on-demand streaming platforms:
Kenya continues to punch above its weight in East Africa, powered by digital-first customers and a rising live performance scene:
Reside and in-person leisure is making a full comeback after pandemic disruptions. South Africa’s competition circuit that includes extremely–South Africa, Rocking the Daisies, and native icons like Black Espresso continues to draw world audiences. In the meantime, Nigeria and Kenya are investing closely in live performance tradition, leveraging social media promotion and native genres like Amapiano and Afrobeats to drive ticket gross sales.
The gaming trade stays one of many fastest-growing segments, powered by smartphone adoption, improved web entry, and digital funds. South Africa is seeing progress in esports and content material creation, whereas Nigeria’s cell gaming scene attracts world traders. In Kenya, gaming influencers and mobile-first platforms are fuelling fast growth.
Streaming platforms are additionally remodeling Africa’s content material consumption patterns. Native content material methods, mobile-friendly plans, and 4G penetration are serving to OTT platforms retain customers regardless of challenges like excessive knowledge prices and subscription churn.
By 2029, PwC tasks that South Africa, Nigeria, and Kenya will collectively add almost 2 million new OTT subscriptions, with South Africa sustaining over 75% of the regional market share.