The annual report offers a comprehensive analysis of trends shaping the continent’s entertainment sector and forecasts its trajectory over the coming years.  

Speaking to Channel Africa on Tuesday, Charles Stuart from PWC elaborated on the report's findings, stating that digital media is experiencing robust growth.

Video streaming platforms and online music streaming services are at the forefront, with internet advertising closely following as businesses increasingly target consumers online. Despite the digital surge, Stuart noted that live events remain integral to the industry, offering unique in-person experiences that continue to draw audiences across the continent.  

South Africa (SA), however, is seeing slower growth compared to Nigeria and Kenya, two of Africa's fastest-growing markets. Stuart attributed this to SA’s more mature market status, which naturally leads to slower expansion rates.

Conversely, the rapid penetration of 4G and 5G technologies in Nigeria and Kenya is fuelling their faster growth, particularly in internet advertising and digital consumption.  

Notably, Nigeria emerged as the fastest-growing global market in the report, with an anticipated growth rate of 8.6% through to 2028. Kenya is also positioned as a strong contender in the digital advertising space, capitalising on its expanding internet infrastructure.  

The report also delves into the impact of artificial intelligence (AI) on the industry. AI technologies are increasingly being integrated into content production, enhancing efficiency and cost-effectiveness.

However, Stuart cautioned about the need to balance innovation with the protection of original human creativity, citing the challenges witnessed during the Hollywood writers’ strike.  

Key themes identified in the report include the rise of hybrid business models combining subscriptions with ad-supported services, the ongoing growth of gaming as a major entertainment sector, and the importance of targeting high-growth geographies and demographics, particularly Africa’s youthful population.  

--ChannelAfrica--