Kenya’s Digital Boom Powers Record Growth in Entertainment and Media Sector

Kenya’s entertainment and media (E&M) industry is entering a powerful growth phase, fuelled by digital transformation and an increasingly connected population. A new report by PwC forecasts that Kenya’s internet advertising market will be the fastest-growing in the world over the next five years, underscoring the country’s position as a regional digital powerhouse.

According to the 2025 – 2029 Africa Entertainment & Media Outlook, Kenya’s E&M industry expanded by 7.1% in 2024, reaching $4.0 billion (Ksh.515.9 billion), up from $3.7 billion the previous year. Only Nigeria recorded faster growth at 11.2%, while South Africa posted 6.2%. PwC projects the Kenyan market will rise to $4.26 billion in 2025 and reach $5.15 billion by 2029, reflecting a compound annual growth rate (CAGR) of 5.2%.

The report identifies internet advertising as the biggest growth driver. The segment is expected to expand at a 16% annual rate, the fastest globally. Currently, traditional television leads with $293 million in revenue, but digital advertising will surpass it, climbing to $470 million by 2029. Kenya’s mobile-first population, rising e-commerce activity, and social media influence are steering advertisers toward online platforms.

Digital growth is also transforming entertainment habits. Streaming services are surging, with over-the-top (OTT) video projected to grow 11.2% annually. The expansion is supported by affordable data packages, improved 4G and fibre connectivity and widespread smartphone ownership.

The gaming industry is another bright spot. Social and casual gaming are expected to grow 10.1%, while traditional gaming expands 5.1%. PwC highlights Kenya’s unique integration of mobile money platforms like M-Pesa with entertainment apps as a key advantage in monetising digital content and gaming.

However, challenges remain. Unstable internet connections and inconsistent power supply continue to slow progress in rural and semi-urban areas. Addressing these issues will be critical for sustainable, nationwide growth.

Regionally, Kenya, Nigeria and South Africa remain Africa’s leading E&M markets. While South Africa’s media ecosystem is more mature, Kenya’s dynamic, youthful, and mobile-driven audience positions it as the continent’s next digital frontier – a market where creativity, technology and innovation continue to collide.