Kenya Leads Global Surge in Internet Advertising Growth
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Kenya’s entertainment and media (E&M) industry is showing remarkable momentum, with its internet advertising market projected to grow faster than any other in the world, according to PwC’s Africa Entertainment & Media Outlook 2025–2029. The report highlights Kenya as a key driver of digital transformation across the continent.
In 2024, Kenya’s E&M sector expanded by 7.1%, reaching $4.0 billion (Ksh.515.96 billion) in total revenue, up from $3.7 billion (Ksh.477.26 billion) in 2023. This growth rate placed Kenya second only to Nigeria’s 11.2%, surpassing South Africa’s 6.2%. PwC projects the industry will hit $4.26 billion this year and rise at a compound annual growth rate (CAGR) of 5.2%, reaching $5.15 billion by 2029.
Why Is Kenya’s Internet Advertising Growing So Fast?
The surge is primarily fueled by mobile-first internet use, rapid digital adoption, and the purchasing power of a young, tech-savvy population. PwC forecasts Kenya’s internet advertising segment to expand at a CAGR of 16%, marking the fastest rate globally.
Traditional television still leads for now, generating $293 million in revenue in 2024. However, by 2029, internet advertising is expected to overtake it, generating $470 million. The report attributes this shift to the growing influence of social media marketing, e-commerce, and influencer-driven campaigns, which continue to attract advertisers away from traditional media.
How Are Other Digital Sectors Performing?
Kenya’s over-the-top (OTT) streaming services are thriving, projected to grow at 11.2%, driven by widespread smartphone use, improved 4G and fibre networks, and affordable data bundles. The gaming industry is also on a strong upward path, with social and casual gaming expected to grow at 10.1%, while traditional gaming expands at 5.1%.
“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 notes.
However, the report also warns of persistent challenges, including unstable internet connectivity and inconsistent electricity supply, which limit growth potential in some regions.
Regionally, Nigeria, Kenya, and South Africa continue to dominate Africa’s E&M market. While South Africa remains the most structured and mature, with strong pay television and hybrid media models, PwC states that “Kenya and Nigeria are emblematic of the continent’s high-growth, mobile-centric future.”
By Yockshard Enyendi
