By Lehlohonolo Lehana.
Caption: The logo of accounting firm PricewaterhouseCoopers (PwC) is seen on the top of a Brussels’ office of the company, in Diegem, Belgium September 21, 2023. Image: Reuters/Yves Herman.
A report by the PricewaterhouseCoopers (PwC) has projected that the entertainment and media (E&M) industry’s global revenue will grow to $4.2 trillion by 2030.
The report also said that advertising, enabled by Artificial Intelligence (AI), will grow rapidly, topping $1.4 trillion by 2030, as marketers seek to meet consumers where they are accessing content and making retail decisions.
These projections are contained in a PwC report dated September 2026 and titled “Global Entertainment & Media Outlook 2026–30: Digital Innovation Drives Demand for Human Experiences,” was authored by the Global Entertainment & Media Sector Leader, and Partner, PwC United States, Bart Spiegel.
The Outlook highlights several trends shaping the future of the industry, including:
- Human connection as the lasting differentiator, with creativity, emotion and authentic experiences continuing to drive engagement as AI transforms the sector.
- Live and immersive experiences gaining momentum, as consumers increasingly seek shared, real-world experiences through live music, sport, cinema, and experiential events.
- Industry convergence accelerating, with streaming platforms, telecom operators, retailers, and sports organisations exploring new partnerships, bundling strategies and revenue models to meet evolving consumer expectations.
- Artificial intelligence (AI) evolving from an efficiency tool to a value driver, creating new opportunities across content production, discovery, personalisation, and monetisation.
While these trends continue to reshape the E&M landscape, organisations are increasingly challenged to translate market change into sustainable growth and competitive advantage.
However, the PwC said that AI would not change what people expect and need from entertainment and media.
“No matter how digital and algorithmic the user experience becomes, at its root, E&M remains an industry built on human craft and human experiences.”
The PwC stated that among the clear findings in the report is that “consumers in 2030 will want choice, low prices, and digital access—even if their willingness to pay for these things remains limited.
Full report here: https://africa.communication.pwc.com/email_marketing_click.html?x=a62e&co=jebG&lc=lhg&mc=M&s=gUmX&u=o&z=O8AoFE5&.