Entertainment and media outlook South Africa, Nigeria, Kenya

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1 Entertainment and media outlook South Africa, Nigeria, Kenya Beyond digital: empowered consumers demand choice and convenience that transcend platforms Charles Stuart

2 $ Consumer/enduser & advertising spending 5 year historic & 5 year forecast data 3 countries 11 segments Internet Television Filmed entertainment Video games Newspaper publishing Magazine publishing Book publishing Business-to-business Music Out-of-home advertising Radio Follow us on Twitter: #PwCOutlookSA

3 Analyzing the Global overall 5.1% CAGR Mature Next wave average CAGR ( ) countries % 8.9% bigger Slow growing faster Up & comers aggregate market size (2019) 3.4% 3.4%

4 Our quadrant view in detail Mature (3.4%) US Next wave (8.8%) Japan China UK Brazil Spain Russia Mexico India MENA Belgium (9.3%) $9.3m à $14.5m South Africa (9.4%) Indonesia Greece Singapore Saudi Arabia (7.4%) $6.9m à $10m UAE $10.6m à $16.7m Vietnam Nigeria (15.1%) $4m à $8.1m Romania (7.5%) $3.3m à $4.8m Kenya (12.9%) $1.8m à $3.3m Slow growing (3.4%) Up & comers (8.9%)

5 Growth in Internet will drive advertiser and consumer spending Broadband access CAGR ( ) Global South Africa E&M CAGR ( ) 3.7% 10.8% Nigeria 17.9% 20.2% Kenya Global South Africa 5.1% 9.4% Mobile Internet access CAGR ( ) 15.1% 12.9% Global 12.7% 19.6% South Africa Nigeria Kenya Nigeria 22.9% 20.4% Kenya

6 Growth in Internet will drive advertiser and consumer spending Mobile Internet subscriber penetration (% of population) Global 14% 35% 59% 10% 37% 69% Nigeria 1% 7% 31% Kenya 1% 7% 35%

7 Global vs South Africa segment CAGR Growth in aggregate spending ( CAGR) Internet advertising Internet access 8.8% 12.1% 18.6% 21.7% South Africa Global Total 5.1% 9.4% Video games 6.6% 5.7% TV advertising 4.1% 6.2% Radio 2.5% 5.9% Filmed entertainment 5.6% 4.1% Business-to-business 5.5% 3.7% TV subscriptions 3.6% 3.1% Out-of-home advertising Magazine publishing Newspaper publishing -0.3% 0.4% 1.9% 3.5% 4.6% 2.9% Total South Africa 9.4% Music Book publishing 1.3% 0.8% 0.7% 1.3% Total Global 5.1%

8 Magazine publishing South Africa aggregate spending (US$m) Digital revenue share of total (%) Total CAGR (%) 2.9 Insights at a glance Market will see slowing but steady growth with trade magazine growth outpacing consumer magazines. Digital is on the rise, but print remains king. Smartphones will be key to digital growth. All-you-can-read subscription services and interactive ads are yet to take off but could prove transformational Non-digital % 7.7% Digital 28.1 $22m $77m

9 Global vs Nigeria segment CAGR Growth in aggregate spending ( CAGR) Internet advertising Internet access 8.8% 12.1% 21.2% 31.6% Nigeria Global Total 5.1% 15.1% Video games 5.7% 14.3% Music 0.8% 11.3% Filmed entertainment 4.1% 10.1% Out-of-home advertising 4.6% 7.2% TV advertising 4.1% 6.8% Business-to-business 3.7% 6.7% TV subscriptions Book publishing Radio Magazine publishing Newspaper publishing -0.2% -0.3% 5.3% 3.1% 5.0% 1.3% 3.4% 2.5% 1.3% 0.4% Nigeria Total Nigeria 15.1% Total Global 5.1%

10 Magazine publishing Nigeria aggregate spending (US$m) CAGR (%) Insights at a glance Consumer magazines continue to dominate the market. Heavily print focused with no real digital impact over the forecast period. Print advertising revenues declining. Infrastructure challenges hinder growth. Digital revenue share of total (%) Total Non-digital % 3.0% Digital 21.2 $3m $7m Nigeria

11 Global vs Kenya segment CAGR Growth in aggregate spending ( CAGR) Internet access Internet advertising 8.8% 12.1% 16.8% 20.4% Kenya Global Video games 5.7% 14.5% TV advertising 4.1% 14.1% TV subscriptions 3.1% 13.6% Total 5.1% 12.9% Business-to-business 3.7% 9.6% Music 0.8% 7.8% Out-of-home advertising 4.6% 7.7% Radio Newspaper publishing Magazine publishing -0.3% 0.4% 2.5% 3.9% 3.5% 7.5% Kenya Total Kenya 12.9% Filmed entertainment Book publishing 3.4% 4.1% 2.6% 1.3% Total Global 5.1%

12 Magazine publishing Kenya aggregate spending (US$m) Digital revenue share of total (%) Total CAGR (%) Insights at a glance Consumer magazine revenues account for almost 95% of the market. Heavily print focused with no real digital impact over the forecast period. Growing middle class will drive consumer magazine revenue as they look to lifestyle magazines for advice. Distribution can be a problem Non-digital % 4.4% Digital 19.3 $2m $4m Kenya

13 Looking forward

14 Successful entertainment and media companies should focus on three imperatives Maximizing the value of content Contextual awareness and data responsibility Addressable advertising Stop compartmentalizing consumer relationships by distribution channel Continue innovating, particularly around the product and the overall user experience Audience measurement OTT disruption Put mobile (and increasingly video) at the center of their consumer offerings Four forces reshaping the advertising landscape Reaching the next five billion consumers

15 We continue to be in an environment in which consumers call the shots!

16 Many thanks! Questions?

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