PricewaterhouseCoopers (PwC) has released a detailed report titled Entertainment and the Media Outlook 2015- 2019 (South Africa, Nigeria and Kenya). The expansive report provides annual historical data for 2010 to 2014 and provides annual forecasts for 2015 to 2019 in 11 entertainment and media segments for the three countries.
The categories looked at were Internet, television, filmed entertainment, video games, business-to-business publishing, recorded music, newspaper publishing, magazine publishing, book publishing, out-of-home advertising and radio.
According to the Outlook report, SA’s entertaiment and media industry is expected to grow from R112,7 billon in 2014 to R176,3 billion in 2019. This puts our compound annual growth rate at 9,4%.
While we’re not doing too badly, the leader of the pack in this sector, in terms of growth, is undoubtedly Nigeria. Their entertainment and media market grew by 19,3% in 2014 to reach, US$4 billion (R55,4 billion). But even more impressive is the fact that by 2019 the sector is expected to grow to be twice as big, with an estimated total revenue of US$8,1 billion (R112,1 billion).
Kenya has also experienced rapid growth in recent years. In 2013 alone their media and entertainment sector grew by 13,3% from US$1,6 billion (R22,1 billion) to US$1,8 billion (R24,9 billion) in 2014. This market can expect to grow by another 12,9% to reach US$3,3 billion (R45,7 billion) in 2019.
Digital spend is expected to fuel the overall growth. The report explains that the entertainment and media industry has entered a new phase where the lines between digital and traditional media are blurred.
The good news for South Africans is that our local Internet access market can also expect rapid growth as the predicted rise is said to be from R32,5 billion in 2014 to R76,2 billion in 2019 – making this the largest contributor to SA’s total entertainment and media revenue streams.
Vicki Myburgh, entertainment and media leader for PwC Southern Africa says: “This year’s Outlook shows consumer demand for entertainment and media experiences will continue to grow, while migrating towards video and mobile. Increasingly though, it’s clear that consumers see no significant divide between digital and traditional media – what they want is more flexibility, freedom and convenience in when, where and how they interact with their preferred content.