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.
The PwC’s Africa Entertainment and Media Outlook for 2026–2030 paints a future where the entertainment and media industry enters a new phase of development.
Connectivity is expanding digital audiences, while advertising is also becoming more sophisticated, according to PwC’s Africa Entertainment and Media Outlook.
This comes as consumers engage with content across an increasingly diverse mix of platforms, formats, and experiences.
South Africa’s E&M market is projected to expand from R301.8 billion in 2025 to R352.4 billion by 2030.
This represents an increse of R50.6 billion over hte forecast period.
In terms of the market’s revenue mix, growth is increasingly concentrated in digital and connectivity-driven segments says Charles Stuart, Africa Entertainment and Media Leader at PwC.
This means that some segments – including traditional TV, newspapers and magazines are losing ground. However, this is more than being made up in terms of some of the digital growth being seen, Stuart says.
While traditional television revenue is forecast to decline in SA, it is expected to continue growing in Kenya and Nigeria, although at a slower pace than OTT services.
“South Africa already has the largest and most established OTT market of the three countries. Its existing subscriber base means growth increasingly depends on attracting additional subscribers, retaining existing customers and persuading consumers to spend more, rather than building an audience from a smaller starting point. Kenya and Nigeria have greater scope to expand as digital consumption grows,” the outlook report states.
Affordability pressures and competition for household spending are also factors likely to shape SA’s OTT growth, as streaming subscriptions compete with internet connectivity costs, traditional television and other digital entertainment platforms, says PWC.
“Consumers may cancel subscriptions, switch between services or opt for cheaper, advertising-supported packages as they balance entertainment spending against other expenses. Although streaming is gaining ground, traditional television remains a significant part of the market, pointing to a gradual shift in viewing habits rather than a wholesale move to OTT.”
The relatively lower average revenue generated per OTT subscription could provide scope for further subscriber growth in SA, notes the report.
By 2030, average annual OTT revenue per subscription is forecast to reach $76 in SA, compared with $54 in Kenya and $42 in Nigeria. The global average is expected to exceed $100.
The figures highlight differences in the revenue generated per subscription across the markets, while indicating potential room for expansion as digital audiences grow.