Nigeria’s entertainment and media industry to grow to $8bn by 2019

17 Sep 2015
Financial Nigeria

Summary

Nigeria’s entertainment and media market grew by 19.3% in 2014 to reach US$4 billion.

Nigerian artiste DBanj

After more than a decade of digital disruption, the African entertainment and media industry has entered a new landscape – one where the media is no longer divided into distinct traditional and digital spheres, according to a report from PwC titled “Entertainment and media outlook: 2015 – 2019 (South Africa – Nigeria-Kenya).”

Nigeria’s entertainment and media market grew by 19.3% in 2014 to reach US$4 billion. By 2019, the market will be more than twice as big, with an estimated total revenue of US$8.1 billion. As in South Africa, the Internet will be the key driver of growth for Nigeria. Television, comprising revenue from TV advertising and subscriptions, is the other main driver.

Excluding Internet access, television, filmed entertainment and video games are the areas where Nigerian consumers are expected to spend the most over the next five years.

Consumer spend on video games and music is set to see the sharpest rise in forecast Compound Annual Growth Rates (CAGRs) at 14.3% and 11.4%, respectively. Piracy continues to remain a problem in Nigeria, limiting growth across several entertainment and media sectors.

Kenya’s total entertainment and media industry was valued at US$1.8 billion in 2014, up 13.3% from 2013, when it stood at US$1.6 billion. The market is expected to surpass the US$3 billion mark in 2019 to reach US$3.3 billion.

Again, the Internet is expected to be the largest driver of growth, followed by television and radio. TV advertising will overtake radio in 2016, and Internet advertising will see the fastest growth rate at a CAGR of 16.8%. Traditional mediums such as TV, radio and newspapers will continue to be the first choice for most Kenyan advertisers in the foreseeable future.

Kenya’s total entertainment and media industry was valued at US$1.8 billion in 2014, up 13.3% from 2013, when it stood at US$1.6 billion. The market is expected to surpass the US$3 billion mark in 2019 to reach US$3.3 billion.

The Outlook forecasts that South Africa’s entertainment and media industry is expected to grow from $8.5 billion in 2014 to $13.2 billion in 2019, at a CAGR of 9.4%. Digital spend is expected to fuel the overall growth. South Africa’s Internet access market will rise rapidly from $2.4 billion in 2014 to $5.7 billion in 2019, far ahead of any other consumer spend category, making it the largest contributor to South Africa’s total entertainment and media revenues.

The Outlook presents annual historical data for 2010–2014 and provides annual forecasts for 2015–2019 in 11 entertainment and media segments for South Africa, Nigeria and Kenya: the Internet, television, filmed entertainment, video games, business-to-business publishing, recorded music, newspaper publishing, magazine publishing, book publishing, out-of-home advertising and radio.

Aside from the Internet, the Outlook predicts that the fastest growth will be seen in video games, business-to-business and filmed entertainment. “But it is Internet access itself that is acting as a driver of revenues in video games and film, creating new revenue streams by making over-the-top (OTT)/streaming or social/casual gaming viable to more consumers and thereby cancelling out physical falls,” says Vicki Myburgh, entertainment and media leader for PwC Southern Africa.

Music, magazines and newspapers, which will show only moderate consumer growth, are three segments that face strong competition from the Internet.

The report shows that South Africa’s total entertainment and media advertising revenue is expected to rise by 5.6% from $2.9 billion in 2014 to $3.9 billion in 2019. TV advertising is by far the largest contributor to total advertising revenues, followed by newspaper advertising: however, their combined 52% share of total advertising in 2014 will fall slightly to 51% in 2019.


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