Digital adverts to dominate 84% of Nigeria’s advert spend by 2029 

Digital promoting in Nigeria’s leisure and media (E&M) maket has been projected to account for 84% of the nation’s whole advert spend by 2029, based on PwC’s Africa Leisure & Media Outlook 2025–2029.

This share locations Nigeria forward of the worldwide common, with South Africa and Kenya following at 74% and 64%, respectively.

The report highlights that retail show and paid search reminiscent of adverts on e-commerce platforms like Jumia and paid search outcomes on Google or Bing are among the many fastest-growing types of digital promoting.

“Promoting is shifting quickly to digital. Nigeria is predicted to succeed in 84% digital advert spend by 2029 surpassing international benchmarks. South Africa and Kenya are shut behind at 74% and 64% respectively. Retail show and paid search are among the many fastest-growing segments,” the report acknowledged. 

PwC additional tasks a compound annual development charge (CAGR) of seven.2% for Nigeria’s E&M market by 2029, in comparison with 5.2% for Kenya and three.5% for South Africa, signaling regular enlargement throughout the continent regardless of financial headwinds.

Connectivity drives digital consumption 

The report identifies connectivity as a significant enabler of the shift as Nigeria now has over 107 million web customers. This development exhibits that the way in which individuals join with manufacturers is altering.

Nigerian advertisers now focus extra on campaigns that convey actual outcomes, leveraging information analytics and cell engagement to focus on audiences extra successfully.

• Generative AI (GenAI) is turning into a strong game-changer in E&M business, enhancing how content material is created, how suggestions are made, and the way audiences have interaction with manufacturers. The report notes that Nigeria, with its younger and tech-driven inhabitants, is well-positioned to faucet into GenAI’s potential to unlock new enterprise alternatives in media, leisure, and promoting.
• Stay leisure can also be rebounding throughout Nigeria. PwC highlighted that stay leisure is rebounding, with stay music revenues surpassing pre-pandemic ranges and esports gaining momentum.

This resurgence factors to a renewed urge for food for bodily experiences alongside digital engagement,

World perspective 

The worldwide E&M sector is on the middle of a significant financial transformation pushed by expertise, evolving client habits, and shifting international dynamics. The sector is unlocking worth throughout industries however continues to face structural challenges that would sluggish development within the coming years.

The report identifies the next key challenges affecting the worldwide E&M business:

• Regulatory adjustments and commerce tariffs are creating main headwinds for enlargement, growing working prices, and limiting cross-border development.
• Inflationary pressures and financial uncertainty are decreasing family buying energy, making customers much less prepared to spend on leisure and media merchandise.
• Weakened client confidence continues to have an effect on demand for paid content material and subscription-based companies.
• Issue persuading customers to allocate a bigger portion of their discretionary revenue to E&M choices in a decent financial atmosphere.
• Rising operational prices and stricter compliance necessities are placing extra stress on profitability.

The report notes that, regardless of the technological developments, the general charge of income development within the E&M sector is predicted to say no over the forecast interval attributable to ongoing stress on client spending.