NIGERIA, SOUTH AFRICA AND KENYA TAKE DIFFERENT PATHS AS STREAMING SERVICES BOOM

industries as streaming services continue to change how people watch films, television programmes and other digital content.

A new industry outlook by PwC projects strong growth in over-the-top (OTT) video services across the three countries between 2025 and 2030. However, differences in market size, internet access, consumer habits and the strength of traditional television are shaping how each country benefits from the streaming boom.

Nigeria is emerging as the fastest-growing OTT market among the three countries. Revenue from streaming video services is projected to increase from $31 million in 2025 to $78 million by 2030, representing an annual growth rate of 20.4 per cent.

The growth is being driven by Nigeria’s youthful population, increasing digital adoption and the global appeal of Nollywood. Partnerships between telecommunications companies and streaming platforms are also helping to make digital entertainment more accessible to consumers.

South Africa is following a different path. As the region’s largest and most mature entertainment market, its OTT revenue is projected to rise from R6.4 billion in 2025 to R9.2 billion by 2030, representing annual growth of 7.6 per cent.

However, the country is also experiencing a decline in traditional television revenue as more viewers move towards digital platforms. This shift is pushing broadcasters to reconsider their business models and explore new ways to attract audiences and advertisers.

Kenya, meanwhile, is benefiting from its mobile-first digital economy. Its OTT video market is expected to nearly double from $15 million in 2025 to $31 million by 2030, reflecting annual growth of 15.9 per cent.

Widespread mobile connectivity, digital payment systems and strong social media engagement are helping streaming platforms reach more Kenyan consumers. Unlike South Africa, Kenya is projected to see growth in both traditional television and digital entertainment, suggesting that the two formats can continue to coexist.

Despite their different trajectories, the three countries share a common challenge: making digital entertainment affordable while expanding internet access. Data costs, subscription prices and reliable connectivity will remain important factors influencing how quickly audiences adopt streaming services.

The changing landscape also presents opportunities for filmmakers, content creators, advertisers and technology companies. As competition increases, platforms that understand local audiences and invest in relevant African content could be better positioned to succeed.

Ultimately, the streaming boom is not producing the same outcome everywhere. Nigeria is experiencing rapid expansion, South Africa is navigating a shift from traditional broadcasting, and Kenya is embracing a combination of digital and conventional media.