Kenya’s entertainment and media market is breaking new ground as digital consumption reshapes the country’s cultural and economic landscape.
The latest PwC Africa Entertainment and Media Outlook 2025–2029 shows that Kenya’s sector grew by 7.1 per cent in 2024 to just over $4.0 billion (Ksh 515.96 billion), up from $3.7 billion (Ksh 477.26 billion) in 2023.
This places Kenya ahead of South Africa’s 6.2 per cent growth and second only to Nigeria’s 11.2 per cent, confirming its position as one of Africa’s fastest-growing media economies.
The report predicts Kenya’s total entertainment and media revenue will reach $4.26 billion this year and expand at a compound annual growth rate (CAGR) of 5.2 per cent to $5.15 billion by 2029.
The surge is being driven by digital transformation, widespread mobile use, and a youthful, tech-savvy population that increasingly consumes content online.
Kenya’s internet advertising market is projected to be the fastest-growing in the world, with PwC estimating a CAGR of 16 per cent over the next five years.
While traditional television currently dominates with about $293 million in revenue, the shift to digital platforms is accelerating. By 2029, internet advertising is expected to generate $470 million, overtaking several traditional channels.
The rise of social media marketing, influencer campaigns, and e-commerce has transformed how brands reach audiences. Advertisers are moving budgets from traditional outlets such as TV, radio, and print toward platforms like TikTok, YouTube, and Instagram, where Kenya’s young population spends much of its time.
Streaming services are also booming, with over-the-top (OTT) video platforms projected to grow by 11.2 per cent annually, supported by affordable smartphones, improved fibre and 4G connectivity, and competitive data bundles.
The gaming industry is another area of rapid growth. Social and casual gaming are expected to expand by 10.1 per cent annually, while traditional gaming will grow by about 5.1 per cent.
PwC notes that Kenya’s integration of mobile money services such as M-Pesa into entertainment platforms has created a unique ecosystem for monetising games and digital content.
“Kenya’s proven integration of mobile money services, such as M-Pesa, with entertainment platforms creates a fertile environment for monetising mobile gaming and digital content in innovative ways,” PwC says.
However, the report cautions that the country’s infrastructure still poses challenges. Unreliable internet connectivity and inconsistent electricity supply in some regions limit the full potential of the digital economy.
Regionally, Nigeria, Kenya, and South Africa remain Africa’s top entertainment and media markets. While South Africa maintains a more formalised and mature ecosystem with established pay television and hybrid digital-traditional consumption patterns, Kenya and Nigeria represent the continent’s high-growth, mobile-driven future.
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