Kenya’s entertainment and media (E&M) industry is projected to grow from about Sh607 billion in 2025 to roughly Sh775 billion by 2030, with internet advertising expanding faster than in any other market in the world, according to PwC.
The firm’s Africa Entertainment and Media Outlook 2026–2030 puts the Kenyan market at US$4.68 billion in 2025, rising to US$5.98 billion in 2030, an average annual growth rate of 5 per cent.
Internet advertising to nearly double
Internet advertising revenue is forecast to rise from US$313 million (about Sh40.6 billion) in 2025 to US$603 million (about Sh78.3 billion) in 2030, growing 14 per cent a year. PwC says that would make Kenya the fastest-growing internet advertising market globally over the period. Video advertising online is expected to lead, with annual growth of 18.2 per cent, The Standard reported.
Capital FM reported that the report links the growth to rising consumption of online video and social media content, including on platforms such as TikTok.
“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement, and a mobile-first economy come together,” said Michael Mugasa, PwC Kenya’s entertainment and media partner.
“The next stage is about converting that participation into value. As digital advertising evolves, businesses that understand their audiences, use data responsibly, and demonstrate meaningful outcomes will be best placed to capture the opportunities ahead,” he said.
For businesses deciding where to put their marketing budgets, BusinessRadar has a guide on what digital marketing agencies cost in Kenya, and Nairobi-based agencies such as Ananke Digital run online campaigns for local brands.
Connectivity remains the biggest segment
“Connectivity remains the defining feature of Kenya’s E&M market, accounting for more than three-quarters of total industry revenue,” the report states.
Connectivity revenue is projected to grow from US$3.65 billion (about Sh474 billion) in 2025 to US$4.54 billion (about Sh589 billion) in 2030. PwC forecasts 5G penetration in Kenya to reach 51.6 per cent by 2030, and says the cost and quality of internet access will influence how fast consumers take up streaming, gaming and other digital services.
Streaming, TV and gaming
Over-the-top (OTT) video revenue is expected to more than double from US$15 million (about Sh1.9 billion) to US$31 million (about Sh4 billion), growing 15.9 per cent a year. PwC forecasts faster OTT growth in Nigeria, at 20.4 per cent, and slower growth in South Africa, at 7.6 per cent.
Traditional television is still projected to grow, with revenue rising from US$332 million (about Sh43.1 billion) to US$378 million (about Sh49.1 billion), or 2.6 per cent a year. Gaming revenue is forecast to climb from US$101 million (about Sh13.1 billion) to US$133 million (about Sh17.3 billion), while publishing is expected to rise from US$144 million (about Sh18.7 billion) to US$165 million (about Sh21.4 billion).
AI and the revenue question
The report identifies artificial intelligence as a tool for translation, subtitling and localisation, as well as content discovery, audience segmentation and advertising optimisation. It also points to the need for safeguards around copyright, privacy, transparency and data governance as companies adopt the technology.
For media companies and content creators, PwC says the challenge will be turning growing audiences into sustainable revenue while keeping control over their content, audience relationships and intellectual property.
