Nigerias digital advertising sector is on track to dominate the countrys entertainment and media E M industry, accounting for an estimated 84 of total ad spend by 2029, according to a new report by PwC.
The Africa Entertainment Media Outlook 20252029 projects that Nigerias share will surpass the global average, with South Africa and Kenya following at 74 and 64, respectively.
The report highlights retail display ads and paid search such as Google and e-commerce platform placements as the fastest-growing categories. PwC also forecasts a 7.2 compound annual growth rate CAGR for Nigerias E M sector through 2029, outpacing Kenyas 5.2 and South Africas 3.5.
