Five-year projections of consumer and advertiser spending data across Entertainment and Media segments for South Africa, Kenya and Nigeria.
Entertainment and media (E&M) revenue across South Africa, Nigeria and Kenya grew strongly in 2021 as all three markets, like the rest of the world, recovered from the effects of the COVID-19 pandemic.
Some of the sectors that saw immense gains amid the pandemic will not be able to sustain that growth, while others will continue to build from their higher bases. Some formerly niche sectors, such as gaming, will barrel their way into prominence, as other formerly dominant sectors will see their positions erode.
Industries that were more severely impacted in 2020, such as cinemas, live music and B2B trade shows, made strong comebacks and sectors such as video games and OTT video rose to new heights after thriving under lockdown conditions.
