“Millions?”: Kenyan Creators Push Back Against Viral Earnings Report

A heated debate has erupted in Kenya’s digital space after several content creators dismissed a viral report claiming they earned millions in 2025. The report, which ranked top influencers and estimated their annual income, has been met with strong skepticism from those featured on the list.

Media personality Shiksha Arora was among those who questioned the figures. She openly doubted the accuracy of the numbers, suggesting they may not reflect the Kenyan reality. “When I saw those numbers, I thought maybe the report was done by a Tanzanian… because there’s no Kenyan content creator making that kind of money in Kenyan shillings,” she said. Her remarks quickly sparked online discussions, with many users echoing her concerns. 

Content creator Millicent Ayuwa, popularly known as Dem wa Facebook, also rejected claims that she earned tens of millions. The report had placed her among the top earners, but she distanced herself from the figures. “Had I earned that kind of money, I could have already flown out of Kenya,” she said. She added that the claims were misleading, revealing she even struggled to buy the phone she uses for content creation.

Comedian Tom Daktari joined the list of critics, dismissing reports that he earned over KSh25 million. Speaking in an interview, he joked about the figures, saying, “When I saw that figure I first thought they were referring to my age.” He insisted that none of the creators mentioned were making such amounts.

Despite the backlash, the report’s supporters argue that Kenya’s creator economy is growing rapidly. Dennis Itumbi defended the findings, stating that improved monetization systems and partnerships with platforms like Meta have opened new income streams for creators.

The controversy has exposed a gap between perception and reality in Kenya’s influencer industry. While brand deals and partnerships continue to rise, many creators say earnings are still inconsistent and far from the millions being reported.