Nigeria’s Entertainment and Media (E&M) sector is projected to grow from $4.5 billion in 2025 to $4.9 billion in 2026, with the creative economy contributing approximately two per cent of total revenue, according to PwC Nigeria.

The growth is driven by demographic trends, increased streaming adoption, and expanding digital distribution channels, cementing Nigeria’s status as Africa’s fastest-growing E&M market. Over-The-Top (OTT) video, cinema, music, radio, and podcasts form the creative economy segment, expected to rise from $100 million to $110 million in combined revenues.

PwC highlighted that mobile internet penetration, affordable data plans, and smartphone adoption are shifting consumer preferences toward on-demand, digital-first content, particularly among Gen Z and millennial audiences. Investment in fibre rollout and 5G deployment is expected to further expand digital experiences and monetisation opportunities.

Government initiatives such as the Creative Economy Development Fund and iDICE program are supporting tech-driven growth, providing funding and resources for startups and SMEs in digital and creative industries. The Council for Creative Technology Futures (CCTF) is also promoting the integration of AI, AR/VR, Web3, and blockchain across creative sectors.

While funding gaps, infrastructure challenges, and piracy risks persist, targeted public and private investment is expected to sustain sector growth and solidify Nigeria’s position as a cultural and technological powerhouse.