Entertainment and media outlook: 2018-2022

An African perspective

An in-depth analysis of the trends shaping the entertainment and media industry in South Africa, Nigeria, Kenya, Ghana and Tanzania

What is the Outlook?

Welcome to this year’s special report on the findings of our Entertainment and media Outlook: 2018–2022, An African perspective (Outlook).

Every year we take a deep dive into the data and analysis that our team of researchers and industry specialists have unearthed – with the aim of providing fresh perspectives and actionable insights.

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Entertainment and media cartoons

An overview of the Outlook


What’s trending now? It’s clear we’re in a rapidly evolving media ecosystem that’s experiencing Convergence 3.0 – a new and different wave of convergence driven by different capabilities and higher expectations, and manifesting itself simultaneously in multiple dimensions.

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.

An already complicated E&M world is growing ever more so. Decisionmakers need data of unprecedented detail and granularity to navigate this world and inform their business plans. These are some of our many findings from such data in this year's Entertainment and media Outlook 2018-2022 – an African perspective.

Product features

The data and intuitive online functionality allows you to easily browse, compare and contrast spending, and create charts and graphs. At a click of a button, you can view year-on-year growth for every data line, filter by consumer and/or advertising spend and compare digital and non-digital spend data across segments and countries. Plus, the product includes additional analysis and commentary on spend data at a global, regional, and country level, which can be downloaded in pdf or Excel. Plus, the Outlook now offers dashboards for faster analysis and visualisations including heat maps, GDP and E&M growth comparisons amongst the 5 Countries covered.

Segments covered

The Outlook provides a single comparable source of consumer and advertiser spending data and analysis for 14 segments as seen in the visual graphic.

Countries covered

Understanding where consumers and advertisers are spending in the entertainment and media industry can help you understand industry trends and can inform key business decisions. The outlook provides five-year forecast and five-year historic consumer and advertiser spending data across 5 countries being South Africa, Ghana, Tanzania, Nigeria and Kenya.

Contact us

Vicki Myburgh

Partner, PwC South Africa

Tel: +27 (0) 11 797 4305

Charles Stuart

Partner, PwC South Africa

Tel: +27 (0) 11 797 4223

Sunet Liebenberg

Senior Manager, PwC South Africa

Tel: +27 (0) 11 797 5310

Elenor Jensen

Partner, PwC South Africa

Tel: +27 (0) 11 287 0699

Louis de Jager

Associate Director, PwC South Africa

Tel: +27 (0) 11 797 5152

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