Showbiz
Nigeria’s Showbiz/Media Sector Will Generate $9.9b Revenue by 2022—PwC
By Modupe Gbadeyanka
A new report by PwC has disclosed that the entertainment and media (E&M) industry in Nigeria will generate a revenue of $9.9 billion by 2022 from the $3.8 billion raked in 2017.
In its ‘Entertainment and Media Outlook: 2018 – 2022: An African Perspective’ released today and obtained by Business Post, PwC said last year, Nigeria saw a huge 25.5 percent rise in E&M revenue, although $605 million of this $764 million rise was attributable to Internet access.
“A 21.5 percent CAGR rate is anticipated to 2022, with revenue reaching $9.9 billion in that year. Again, Internet access revenue will account for 89.6 percent of this absolute growth,” the report said.
PwC noted that in report that Africa’s entertainment and media industry has entered a dynamic new phase, a third wave of convergence.
It said the borders that once separated E&M, technology and telecommunications industries are blurring in the battle for the attention of the consumer in a world that is rapidly digitising.
As the mobile device cements itself as the pre-eminent source of the E&M experience, the most disruptive, forward-thinking companies are striving to create an integrated ecosystem suited to this consumer-driven dynamic, it said further.
According to PwC, by 2022, total E&M revenue in South Africa is expected to reach R177.2 billion, up from R129.2 billion in 2017. Internet (access and advertising) is expected to grow at a compound annual growth rate (CAGR) of 11.3 percent over the forecast period to reach R91.2 billion, up from R53.4 billion in 2017.
Overall E&M growth will be less reliant on Internet access revenue as organic growth opportunities in Internet connections start fading towards the end of the forecast period. Internet advertising will greatly exceed TV advertising in terms of growth, leading the way with a 13 percent CAGR over the forecast period to reach R9.4 billion and overtake TV advertising spend in 2022.
The Outlook is a comprehensive source of analyses and five-year forecasts of consumer and advertising spending across five countries (South Africa, Nigeria, Kenya, Ghana and Tanzania) and 14 segments: Internet, data consumption, television, cinema, video games, e-sports, virtual reality, newspaper publishing, magazine publishing, book publishing, business-to-business (b2b), music, out-of-home (OOH) and radio.
Vicki Myburgh, Entertainment and Media Leader for PwC Southern Africa, says: “It’s clear we’re in a rapidly evolving media ecosystem that’s experiencing Convergence 3.0. In Convergence 3.0, the dynamics of competition are evolving while a cohort of ever-expanding super competitors and more focussed players strive to build relevance at the right scale. And business models are being reinvented so all players can tap into new revenue streams, by, for example, targeting fans and connecting more effectively with customers to develop a membership mind-set.
“The pace of change isn’t going to let up anytime soon. New and emerging technologies such as artificial intelligence and augmented reality will continue to redefine the battleground. In an era when faith in many industries is at a historically low ebb and regulators are targeting media businesses’ use of data, the ability to build and sustain consumer trust is becoming a vital differentiator.”
South Africa’s E&M industry faced a challenging year in 2017 amidst economic and socio-political uncertainty. Total E&M revenue rose at a comparatively low rate of 6.8% year-on-year to R129.2 billion. A bounce-back in 2018 sees an anticipated 7.6% year-on-year growth, while the CAGR to 2022 is forecast at 6.5 percent.
South Africa will see a strong CAGR of 7.6 percent for consumer revenue to 2022, moving from R93.9 billion in 2017 to R135.7 billion in 2022. Beyond revenue from the Internet segment (buoyed by apps revenue) there are many success stories, most notably that of video games, which will surpass books, magazines and B2B to become the third-highest contributing consumer segment.
There is a striking difference in growth between digital and non-digital revenue, which have CAGRs of 11.4 percent and 1.8 percent respectively. Put another way, digital revenue will add R41.3 billion and non-digital revenue R6.7 billion in absolute terms to 2022. The non-digital elements of five different segments – books, magazines, newspapers, OOH and video games – will all decline to 2022.
Within this overall increase, the fastest revenue growth will be in the digitally driven segments. Virtual reality will lead the way, albeit from a low base, at a five-year CAGR of 55 percent to reach R671 billion in 2022, from R75 billion in 2017.
“The exceptional growth in VR reflects the excitement in this space. VR devices and experiences are in the early stages of being accepted by the mainstream, as VR now emerges as a viable long-term platform for unique, immersive experiences, attracting major investment from media and technology companies eager to seize a share of this fast-growing market,” Myburgh adds.
After a breakthrough year, South Africa’s total e-sports revenue is forecast to rise from R29 million in 2017 to R104 million in 2022, a CAGR of 29 percent. A host of high profile events in 2017 helped to propel e-sport further towards the mainstream, and a number of similar events have been and are being held this year.
A booming social/casual sector is driving strong growth in the video games segment. Total revenue is forecast to rise from R3.1 billion in 2017 to R6.2 billion in 2022, a CAGR of 15 percent. TV and video will continue to be a major driver of consumer spend. Following growth at 4.8 percent CAGR over the forecast period, the total TV market will be worth R40.8 billion by 2022.
The shift from physical to digital media has been one of the core drivers of the global and local E&M market for many years. But different media segments have experienced strongly contrasting patterns of digitisation. In some cases, consumers have been quick to drop physical formats and embrace digital alternatives at the first opportunity.
Although the growth rate for physical books is moderate, it is notable that books are performing far better than any other non-digital sector.
“Permanency and collectability may be the reason for this. Books are seen as collectibles often owned and displayed for many years, making the loss of their physical presence more significant,” explains Myburgh. Although books currently seem to have the best prospects of any physical media format, they are, like every other media segment, just one disruptive digital competitor away from major upheaval.
Newspapers and magazines will see revenues decline over the next five years. In 2017, total newspaper revenue fell by – 2.9 percent to R8.6 billion. The forecast for the years ahead is for decline at -4 percent CAGR. By 2022, South African total newspaper revenue is expected to drop to R7 billion.
Despite 24/7 access to media and entertainment, the appeal of shared, live experiences still attracts audiences. Music events still draw large crowds, with ticket sales set to see an 8.0 percent CAGR to 2022, helped by major tours from popular crowd-pulling acts in 2018.
Recovering admissions and rising ticket prices together with improved offerings will see box office revenue deliver modest growth at a 3.5 percent CAGR through 2022. South African audiences are prepared to pay a premium to watch big-budget films with surround sound, vibrating seats, temperature change, strobe lights and so on. Radio continues to have a solid listener base in South Africa, and a weekly reach of 91 percent. Radio revenue is projected to rise 3.9 percent CAGR over the forecast period to surpass the R5 billion mark in 2022.
Chat apps and social platforms have become an increasingly important part of day-to-day life for consumers, both in South Africa and worldwide. As usage and entertainment rise, key players from across the E&M industry have teamed up with these platforms, growing them into ‘one-stop shops’ for consumer needs.
The report shows that advertising in the E&M industry was mostly affected by South Africa’s economic environment, with cautious growth of just 1.9 percent year on year. An improvement is expected to 2022, with a 3.3 percent CAGR bringing total advertising revenue to R41.5 billion, from R35.3 billion in 2017. New technologies and devices like artificial intelligence (AI), virtual and augmented reality, voice-based smart home devices and virtual assistants look set to drive innovation in online advertising on a global scale in the coming years.
The report also said Kenya’s E&M industry saw 17 percent year-on-year growth in 2017, again propelled by growth in the Internet sector. An 11.6 percent CAGR will take the country to $2.9 billion in 2022, from $1.7 billion in 2017. Outside of the Internet space, TV and video revenue dwarfs the other segments.
In addition, Ghana’s E&M industry has more than tripled in value since 2013. Total revenue reached $752 million in 2017. It is forecast to surpass $1 billion in 2019 and to total $1.5 billion in 2022, increasing at a 14.2 percent CAGR. As with Nigeria and Kenya, Internet access spend accounts for much of this revenue and growth. Ghana is in a strong position for further E&M growth as revenue gains critical mass over the next five years.
It further said total E&M revenue in Tanzania stood at $496 million in 2017, having risen 28.2 percent year on year. Continued momentum at an 18.3 percent CAGR will see revenue reach $1.2 billion in 2022, 2.3 times the size of the market in 2017. Tanzania’s E&M revenue make-up is ostensibly similar to that of Ghana, although here Internet revenue takes a slightly less dominant position.
Between them, the five countries considered in the Outlook will, driven by Nigeria, add $12.4 billion in revenue from 2017 to 2022, at a combined CAGR of 11.9 percent. Although much of this will fall into the hands of telcos, there are significant opportunities for content providers too. The engine of growth here will be organic, with increased populations and gradually increasing disposable income swelling the ranks of potential E&M consumers – and ever-increasing Internet access greatly expanding the range of E&M opportunities available.
“To succeed in the future that’s taking shape, companies must re-envision every aspect of what they do and how they do it. It’s about having, or having access to, the right technology and excellent content, which is delivered in a cost-effective manner to an engaged audience that trusts the brand. For those able to execute successfully, the opportunities are legion,” Myburgh concludes.
A newly released Media Intelligence Report by P+ Measurement Services reveals that Nigerian music icon Davido’s participation during the FIFA World Cup 2026 generated extraordinary levels of global media attention, audience engagement and positive sentiment, transforming a cultural performance into a worldwide conversation about unity, hope, justice and African influence.
The report analysed media coverage, public conversations and stakeholder engagement generated between June 10 and June 20, 2026, across print, online, broadcast and social media platforms worldwide. Beyond measuring visibility, the analysis examined the broader reputation implications of the campaign and its impact across traditional media ecosystems, digital communities and emerging AI-powered discovery environments.
According to the report, Davido generated approximately 1.48 million media mentions globally within the ten-day reporting period, reaching an estimated audience of 3.92 billion people and producing 6.78 billion impressions across media channels. Social conversations exceeded 432,700 discussions while total engagements surpassed 54.3 million interactions, highlighting one of the most impactful African entertainment-led communication moments recorded on the global stage in recent years.
The report found that public response to the performance was overwhelmingly favourable. Positive sentiment accounted for 89 per cent of all measured conversations, while neutral conversations represented only 2 per cent. Negative and strongly negative narratives combined accounted for less than 1 per cent of total discussions, indicating widespread approval not only of the performance itself but also of the underlying message embedded within the campaign.
At the centre of the conversation was Davido’s “Bring Them Home” message, which drew international attention to the plight of abducted schoolchildren and teachers from Oyo State. Rather than positioning the performance solely as entertainment, the campaign successfully integrated advocacy into one of the world’s largest cultural and sporting platforms.
The report suggests that this strategic combination of entertainment, social purpose and national storytelling significantly contributed to the scale and quality of media attention generated globally. In an era where audiences increasingly reward authenticity and meaningful narratives, the campaign demonstrated how celebrity influence can be leveraged to drive conversations that extend beyond music and popular culture.
One of the most significant findings of the report is the geographic diversity of the audience reached. While Nigeria remained a major contributor to conversations surrounding the performance, the United States emerged as the largest international market by reach, accounting for approximately 16 per cent of global visibility. Nigeria contributed 15 per cent, followed by the United Kingdom, Canada, Ghana, South Africa, France, Brazil, Germany and India.
The presence of conversations across 156 countries underscores the increasingly global nature of African cultural influence. It also reinforces the growing capacity of African creatives to shape narratives that resonate across continents and cultural boundaries.
For Nigeria, the findings provide further evidence that entertainment continues to function as one of the country’s most powerful soft power assets. While governments often invest heavily in national branding campaigns, the report indicates that cultural exports such as music, film and creative storytelling remain among the most effective vehicles for shaping international perception and projecting national influence.
The analysis further reveals that social media served as the primary engine of visibility throughout the reporting period. Social platforms generated approximately 1.32 million mentions, representing more than 89 per cent of total conversations recorded. X, formerly Twitter, accounted for the largest share of discussions, followed by Instagram, TikTok, Facebook and YouTube.
The dominance of social media highlights a broader shift in the communications landscape. Traditional media continues to play an important role in validating narratives and extending credibility, but public conversations increasingly originate and gain momentum through digital communities. For brands, institutions and public figures, this reinforces the importance of integrating earned media, influencer engagement and community-driven storytelling within communication strategies.
Online media also recorded significant performance, generating approximately 268,000 mentions and reaching an estimated audience of 1.65 billion people. Coverage was amplified by leading international and regional media organisations, including BBC News, CNN, Reuters, Al Jazeera, The Guardian and several influential African news platforms.
Broadcast media contributed an additional 11,500 mentions with a reach exceeding 452 million people, while print media generated more than 35,000 mentions and reached over 512 million audiences globally.
The report notes that the strength of this performance lies not merely in media volume but in media diversity. Visibility was achieved across multiple platforms, audience segments and geographic regions simultaneously, creating a highly resilient communication ecosystem capable of sustaining attention long after the initial event.
Analysis of audience demographics revealed particularly strong engagement among younger and economically active audiences. Individuals between the ages of 18 and 34 accounted for nearly 58 per cent of all measured social media engagement, reflecting the growing influence of youth-driven digital communities in shaping modern reputation outcomes.
From a communications and public relations perspective, the report identifies the campaign as a compelling case study in strategic narrative management. Traditionally, major sporting events have been viewed primarily as sponsorship and visibility opportunities. However, the Davido World Cup performance illustrates how organisations and personalities can use globally relevant moments to introduce social causes, build emotional connection and drive stakeholder engagement simultaneously.
For communications professionals, the findings reinforce the principle that visibility alone does not create influence. Influence emerges when visibility is supported by relevance, purpose and audience resonance. The campaign’s success demonstrates the effectiveness of aligning advocacy messages with cultural moments capable of generating significant public attention.
For the entertainment industry, the report highlights the increasing importance of purpose-driven storytelling. Audiences are becoming more responsive to artists and creators who leverage their platforms to address societal issues while maintaining authenticity. The performance illustrates how entertainment brands can generate both cultural impact and reputation value when social purpose is integrated into communication efforts.
For government institutions and policymakers, the findings offer important lessons regarding nation branding. The report suggests that Africa’s creative industries continue to represent one of the continent’s strongest tools for shaping international perception. As countries compete for tourism, investment and global relevance, cultural ambassadors such as musicians, filmmakers and creators are increasingly becoming key contributors to national reputation.
The report also presents significant implications for the public relations industry itself. As measurement frameworks evolve beyond traditional metrics such as impressions and advertising value equivalency, communications professionals are being challenged to evaluate influence through more sophisticated indicators, including sentiment quality, audience engagement, narrative ownership, stakeholder resonance and AI discoverability.
One of the report’s most forward-looking findings concerns performance within AI-powered information environments. An assessment of leading generative search and AI discovery platforms found exceptionally strong visibility for the campaign across ChatGPT, Perplexity AI, Claude AI and Microsoft Copilot.
Visibility scores ranged from 89 to 92 per cent across the evaluated platforms, indicating strong representation of campaign narratives within AI-generated responses and emerging search environments. Associated themes consistently included global impact, unity, humanitarian advocacy, African culture and Davido’s performance.
This development is particularly significant because reputation management is entering a new era where discoverability within AI systems increasingly influences public understanding. As users rely more on generative AI platforms to access information, organisations must ensure that their narratives are not only visible in traditional media but also accurately represented within AI-powered search and discovery ecosystems.
The report concludes that Davido’s World Cup 2026 performance represents far more than a successful entertainment event. It stands as a powerful example of how African talent can shape global conversations, amplify important social issues and create measurable influence across interconnected media environments.
More importantly, it demonstrates that purpose-driven storytelling, when combined with cultural relevance and strategic communications, can transform a single performance into a global reputation asset.
For PR practitioners, communication strategists, policymakers, marketers and brand leaders, the campaign offers valuable lessons on the future of influence. In a media environment increasingly driven by attention scarcity, algorithmic discovery and AI-generated information, success will belong to those who can create narratives that are not only seen but remembered, shared, trusted and discovered.
As Africa continues to strengthen its voice on the global stage, the findings reinforce a growing reality: the continent is no longer merely participating in global conversations. It is increasingly helping to shape them.
As part of its ongoing commitment to advancing evidence-based communications practice, P+ Measurement Services continues to make industry intelligence, measurement frameworks and media insights available to communications professionals, helping organisations move beyond assumptions and make informed decisions based on data, reputation intelligence and stakeholder understanding. With more than a decade at the forefront of media intelligence and communications measurement in Nigeria, the firm remains committed to strengthening the practice of public relations through research, accountability and meaningful evaluation.
The heat was high, the flavours were bold, and the pressure was sizzling as the Top 5 home cooks on MasterChef Nigeria were tasked with re-imagining beloved Buka classics in a challenge that demanded they cook with serious “street in their step.”
Joining the judges in the MasterChef kitchen was the well-known and much-loved Chef Bukie Akinmade, who brought her expertise, warmth, and deep love for Nigerian food culture to the judging table.
For this challenge, the contestants had to prepare two dishes inspired by the vibrant energy, flavours, and soul of Nigerian street food and Buka-style cooking. But this was not just about recreating familiar favourites. The home cooks had to turn humble food into fine dining elevating everyday classics while still keeping the heart, spirit, and authenticity of the street alive.
For Derry, the mission was personal. She was determined to let tradition and tribe shine through her food, but unfortunately, her dishes did not land the way she had hoped. The judges felt that her execution did not meet the standard required at this stage of the competition, and after a tough cook, Derry became the next contestant to leave the MasterChef Nigeria kitchen.
Joining Derry in the bottom three were Favy and Fads.
Favy, who still had the immunity pin, was confident in the dish she presented and chose not to use it. However, her undercooked Dubai Pistachio Puff Puff came back to bite, landing her in the danger zone.
Fads also found herself under pressure after serving two starter-style dishes. Time got the better of her in the kitchen, leading to a shocking moment when she accidentally put her hands into hot oil. The incident startled the judges and Fads herself, but she pushed through with determination and made sure her food reached the plate. In the end, the judges were impressed with how well her chicken was cooked, and she was declared safe.
While some contestants struggled to find their rhythm, David and Isabella rose to the occasion and served the strongest dishes of the day.
Although Isabella’s dish was simple, the judges felt that she truly understood the brief and successfully took her food to the streets while giving it the elevation the challenge required. Her flavours, concept, and execution impressed the panel and earned her a place among the top cooks of the challenge.
David, however, brought both flavour and fighting spirit to the plate. The judges were particularly impressed with the look of his dishes, as well as the balance and depth of flavour in his street food classics. His ability to elevate familiar favourites while staying true to the heart of the challenge made him one of the standout performers of the day. David’s fighting spirit paid off as he walked away with Dish of the Day.
MasterChef Nigeria continues next week as the Top 4 battle for a place closer to the ultimate title.
The remaining contestants will be challenged to create two Afro-Italian dishes, with a major prize on the line for the winning dish. As the finale draws closer, every plate matters, every second counts, and only the strongest cooks will survive the heat.
The show airs weekly on Sundays at 7 pm on Africa Magic Showcase and Africa Magic Family with rebroadcast on Wednesdays at 6 pm on Africa Magic Showcase and Thursdays at 12 pm on Africa Magic Family.
Produced by Primedia Group, MasterChef Nigeria is supported by a strong coalition of leading Nigerian brands, including headline sponsor Power Oil, alongside Indomie, Dano Milk, Malta Guinness, Sonia Tomato, Kiara Rice, Golden Penny Flour, Golden Penny Sugar, Golden Penny Garri, Golden Penny Semolina, Golden Penny Chocolate Spread, and Golden Penny Wheat.
A renowned professor races across Europe in a desperate bid to stop a deadly virus that could wipe out half of humanity.
In another gripping story, a teenage girl already battling anxiety suddenly finds herself fighting for her life when a ruthless serial killer begins hunting her through the woods.
Elsewhere, two operatives who should be on the same side realise they’ve both been deceived, forcing them into an uneasy alliance in a dangerous world of crime and betrayal.
That’s the kind of tension GOtv is serving up this week.
It’s a lineup that moves from fast-paced thrillers to intense drama and even stories rooted in everyday realities, giving you something different depending on your mood. If you’re looking for what to watch next, here are the movies and shows airing on GOtv this week.
Inferno
Thursday | 22:05pm | Movie Room Africa
Robert Langdon finds himself pulled into a deadly race across Europe after waking up with no memory and a virus-threatening conspiracy unfolding around him. With the help of Dr. Sienna Brooks, he follows a trail of cryptic clues tied to Dante’s Inferno, all while a global catastrophe looms if they fail to act in time. It’s a high-stakes thriller where every second counts and nothing is what it seems.
You Can’t Run Forever
Saturday | 20:00 pm | M-Net Movies 3
A young girl battling anxiety becomes an unexpected target when a ruthless serial killer begins hunting her through the wilderness. What starts as fear quickly turns into a raw fight for survival as she’s forced to rely on instinct, courage, and sheer will to stay alive. With J.K. Simmons leading the tension, it’s a gripping survival thriller that doesn’t let up.
2 Guns
Friday | 23:55 pm | Studio Universal
Two operatives who’ve been unknowingly working against each other suddenly find themselves on the wrong side of a dangerous double-cross. With both the law and criminals closing in, they’re forced into an uneasy partnership to survive the chaos they’ve been dragged into. Packed with action, betrayal, and sharp chemistry between Denzel Washington and Mark Wahlberg, it’s explosive from start to finish.
She Was Never Here
Wednesday | 11:25 am | Africa Magic Showcase
Ralph thinks he’s securing a better future when he gets his fiancée Bianca a chef job at his boss’s home. But behind the opportunity lies a secret deal Bianca makes to earn more money, one that slowly begins to unravel trust, love, and everything they’ve built together. It’s a tense domestic drama where ambition and loyalty collide.
My Period Stories
Saturday | 09:00 am | Africa Magic Family
A podcast-style series that opens up conversations around menstrual health and reproductive rights through interviews, personal testimonies, and real discussions. By blending storytelling with lived experiences, it breaks silence around topics often left unspoken and encourages honest dialogue in a relatable, accessible way.
From Hollywood blockbusters to meaningful conversations that reflect real-life issues, GOtv continues to deliver a diverse mix of entertainment that speaks to every kind of viewer. Whether you’re watching alone or with family, this week’s lineup guarantees something worth your time.
To upgrade, subscribe or reconnect, download the MyGOtv App or dial *288#. For catch-up and on-the-go viewing, download the GOtv Stream App and enjoy your favourite shows anytime, anywhere.
-
Feature/OPED6 years agoDavos was Different this year
-
Travel/Tourism10 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz3 years agoEstranged Lover Releases Videos of Empress Njamah Bathing
-
Banking8 years agoSort Codes of GTBank Branches in Nigeria
-
Economy3 years agoSubsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking3 years agoSort Codes of UBA Branches in Nigeria
-
Banking3 years agoFirst Bank Announces Planned Downtime
-
Sports3 years agoHighest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn