South Africa, Jan. 28 -- This is according to Nana Madikane, PwC Africa Technology, Media and Telecommunications leader and PwC's newly launched Africa Entertainment and Media Outlook 2024-2028 report.

"As internet access expands, businesses will need to focus on digital transformation, leveraging social media and mobile platforms to engage Africa's young demographic with personalised, data-driven advertising.

"This digital shift will also boost content production in OTT and music, with an emphasis on localisation and cultural representation to attract both local and global audiences," says Madikane.

The growing interest from international players underscores Africa's potential, while the wider adoption of AI tools will enhance content...