Nigeria’s Entertainment and Media (E&M) sector is projected to grow from $4.5 billion in 2025 to $4.9 billion in 2026. This growth reinforces its position as the fastest-growing E&M market in Africa. It is driven largely by strong digital adoption and changing consumer behaviour.
This is according to the PwC growth outlook which states the projection reflects accelerating demand for digital-first content across video, music, and audio platforms. This demand is supported by rising mobile internet penetration, cheaper data plans, and increasing smartphone usage. Analysts note that these trends are particularly pronounced among Gen Z and millennial audiences. They continue to shift consumption patterns away from traditional media towards on-demand platforms.
Within the sector, the creative economy segment comprising OTT video, cinema, music, radio, and podcasts is projected to account for around 2% of total E&M revenues in 2026. While still a relatively small share of the overall market, this segment is expanding rapidly. It is viewed as a key long-term growth driver.
Digitally led growth remains the dominant theme. OTT video revenues are expected to rise from $33 million in 2025 to $37 million in 2026. Meanwhile, music, radio, and podcast revenues are projected to increase from $67 million to $73 million over the same period. The expansion reflects rising streaming subscriptions, greater advertising spend on digital platforms, and increased audio consumption across mobile devices.
Industry analysts say the continued rollout of fibre broadband and 5G networks will further accelerate sector growth. This will happen by enabling higher-quality streaming, immersive digital experiences, and new monetisation models for content creators and distributors.
Overall, the projected rise to $4.9 billion underscores the sector’s resilience and its growing importance within Nigeria’s digital economy, as content creation, distribution, and consumption become increasingly technology-driven.
