Nigeria’s advertising landscape is undergoing a major digital transformation, with online platforms projected to account for 84 percent of the nation’s total ad expenditure by 2029.

This forecast, contained in PwC’s Africa Entertainment & Media Outlook 2025–2029, positions the country ahead of global averages and firmly establishes it as Africa’s most digitally driven ad market.

Nigeria Outpaces Regional Peers

According to the report, Nigeria’s projected digital ad share surpasses South Africa’s 74 percent and Kenya’s 64 percent, showing how quickly the Nigerian market is embracing new media consumption habits.

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The surge is driven largely by the rapid expansion of retail display and paid search ads, especially on platforms such as Jumia, Google, and Bing, where brands are competing to capture consumers’ attention at the point of purchase.

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Entertainment and Media Market on Steady Growth Path

PwC projects that Nigeria’s entertainment and media (E&M) market will expand at a compound annual growth rate of 7.2 percent through 2029. This pace outperforms Kenya’s 5.2 percent and South Africa’s 3.5 percent, reflecting Nigeria’s resilience and adaptability amid global economic headwinds.

Connectivity Fuels Digital Expansion

A major catalyst behind this growth is improved connectivity. With over 107 million internet users, Nigeria’s online ecosystem ranks among the most vibrant in Africa.

Consequently, advertisers are shifting from broad, traditional campaigns to more data-driven strategies that emphasize precision targeting, mobile engagement, and measurable outcomes.

Generative AI Reshapes Brand Storytelling

Generative AI (GenAI) is also transforming how brands create and deliver content. PwC’s report highlights that Nigeria’s young, tech-savvy population is uniquely positioned to leverage AI to boost creativity, personalize content, and open new opportunities in digital storytelling, advertising, and entertainment.

Live Experiences Regain Momentum

At the same time, live entertainment is making a strong comeback. Revenues from live music have surpassed pre-pandemic levels, while esports continues to attract a growing audience.

This resurgence demonstrates that physical experiences are flourishing alongside digital engagement, creating a balanced entertainment mix.

Global Headwinds Challenge Industry Growth

Globally, PwC warns that the entertainment and media industry still faces multiple challenges. Stricter regulations, trade tariffs, inflation, and weak consumer confidence continue to strain spending power and slow subscription growth.

Moreover, higher operational costs and tougher compliance requirements are tightening profit margins for media businesses.

Nigeria’s Digital Market Stays Resilient

Despite these challenges, PwC affirms that technology-driven markets like Nigeria remain highly adaptable.

With innovation at its core, Nigeria’s entertainment and media sector continues to redefine how audiences connect with content and how brands invest to sustain consumer attention in an increasingly digital world.

 

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