Kenya is rewriting Africa’s digital entertainment and media (E&M) playbook — and, according to PwC’s Africa Entertainment & Media Outlook 2025–2029, it is doing so faster than any other country in the world.
The report ranks Kenya as the world’s fastest-growing internet advertising market, with a staggering 16% compound annual growth rate (CAGR) projected through 2029, ahead of global peers in both emerging and developed markets.
From streaming to gaming, mobile connectivity to content monetisation, Kenya’s E&M landscape is expanding on the back of a young, tech-savvy population and a mobile-first digital economy.
PwC predicts the industry will grow at an overall 5.2% CAGR, outpacing South Africa’s 3.5% and closing in on Nigeria’s 7.2% — solidifying Kenya’s position as East Africa’s innovation hub for digital media, advertising, and entertainment.
Digital growth redefining Africa’s creative economy
Kenya’s entertainment and media industry is entering a transformative phase.
Once dominated by television and radio, it is now being driven by internet advertising, OTT streaming, mobile gaming, and social media storytelling.
“Kenya’s digital media market is entering a new phase of growth, with internet advertising and mobile gaming leading the way,” observes Michael Mugasa, PwC Kenya’s Entertainment and Media Director and one of the four lead authors of the report.
“The country’s youthful demographic and remarkable mobile-first adoption are creating entirely new opportunities for monetisation.”
At the core of this growth is the mobile revolution.
Kenya’s 72 million mobile connections now surpass its total population, enabling widespread internet access even in rural areas.
Affordable smartphones and the integration of mobile money platforms like M-Pesa have fundamentally changed how consumers pay for entertainment, subscribe to content, and engage with brands.
Clicks over channels: Internet advertising takes the lead
PwC’s data shows that Kenya’s internet advertising market will expand at 16% CAGR, the fastest globally, with video advertising alone growing at 22.3% CAGR.
Digital platforms such as YouTube, TikTok, Meta, and Google Ads are now the preferred channels for businesses seeking performance-driven engagement.
The shift is equally visible in corporate boardrooms. Marketers are reallocating budgets away from traditional television and print in favour of social, search, and programmatic advertising — channels that offer measurable return on investment and deeper audience segmentation.
Retail and e-commerce advertising are key beneficiaries. Local platforms like Jumia, Safaricom Marketplace, and Glovo are leveraging user data to target consumers with precision, while influencer-led storytelling is redefining brand communication.
As PwC notes, “Kenya’s digital advertising growth reflects a continent in motion — where performance marketing meets a culture of creativity, youth, and entrepreneurship.”
Streaming surge: OTT becomes the new television
Over-the-top (OTT) streaming services are the next frontier in Kenya’s entertainment evolution.
The report estimates the OTT video segment will grow at 11.2% CAGR — the fastest in Africa — supported by expanding broadband access, rising smartphone use, and growing demand for localised content.
Platforms like Showmax, Viusasa, and Netflix Kenya are investing in regional content production, while YouTube creators are building cross-border audiences from Nairobi to Lagos.
PwC highlights that by 2029, the three major African streaming markets — South Africa, Nigeria, and Kenya — will collectively add 1.9 million new OTT subscribers, with Kenya’s share rising fastest relative to its market size.
Importantly, ad-supported OTT tiers are emerging to reach price-sensitive consumers.
These lower-cost models mirror global trends and are expected to drive broader inclusion.
Bundling between streaming platforms and telcos remains a largely untapped opportunity — one that could redefine how digital content is priced and accessed.
Play to pay: The rise of Kenya’s gaming and E-sports scene
Gaming, once a niche pastime, has become a fast-growing subculture. Kenya’s video games and e-sports segment is projected to grow at 8.1% CAGR, buoyed by increased smartphone penetration and an engaged Gen Z audience.
Parliament approves UNOC’s UGX 7 trillion loan from Vitol Bahrain to fund oil refinery, Kenya pipeline shares and storage facilitiesCasual and social gaming dominate, while emerging esports leagues are capturing new audiences.
Developers and studios are also building locally inspired content — from African mythology to football-based simulation games — for both regional and global players.
Mobile payments are central to this ecosystem. In-app purchases via M-Pesa and Airtel Money have created seamless revenue flows between creators and gamers, fuelling what PwC calls a “mobile-first creative economy.”
Connectivity: Kenya’s growth backbone
The foundation of Kenya’s digital E&M rise lies in its robust connectivity.
The report shows that internet access spending accounts for 76% of the country’s total E&M expenditure — one of the highest ratios globally. Yet, as data costs continue to fall and fibre and 5G networks expand, more disposable income will shift toward content, advertising, and live experiences.
Safaricom’s 5G rollout, Airtel’s broadband expansion, and the government’s national fibre projects are setting the stage for faster speeds and lower latency.
PwC projects that between 2024 and 2029, mobile data traffic will grow exponentially, driven by video consumption, social media engagement, and the proliferation of internet-connected devices.
Kenya’s entertainment revival isn’t confined to screens.
The country’s live music and events sector is regaining momentum post-pandemic, with revenue growing at 2.1% CAGR through 2029.
Festivals, concerts, and creative expos are thriving — amplified by social media platforms that extend their reach and monetisation potential.
Afrobeat, Gengetone, gospel, and EDM events are drawing bigger audiences, reflecting a fusion of digital marketing and physical experiences.
PwC notes that in-person events are increasingly synchronised with digital engagement, a convergence that mirrors global entertainment trends.
The challenges ahead
Despite its dynamism, Kenya’s E&M sector faces structural challenges. Infrastructure reliability, intermittent power supply, and uneven broadband coverage still constrain scale, particularly in rural areas.
Affordability remains a barrier too. While mobile data is relatively cheaper than in other African markets, streaming and gaming costs are still prohibitive for lower-income users.
Content monetisation and piracy protection continue to require stronger policy interventions.
On the regulatory front, Kenya’s evolving Data Protection Act and digital taxation frameworks will test how fast innovation can proceed under compliance pressure.
The bigger picture: Kenya as Africa’s digital laboratory
Kenya’s ascent is symbolic of a broader continental shift — from analogue consumption to digital-first creativity.
While Nigeria commands scale and South Africa retains maturity, Kenya’s agility, youthful innovation, and payment integration make it Africa’s most future-ready media ecosystem.
The PwC Africa Entertainment & Media Outlook 2025–2029 was authored by Charles Stuart (PwC South Africa), Udochi Muogilim (PwC Nigeria), Michael Mugasa (PwC Kenya), and Nana Madikane (PwC South Africa) — four regional industry leaders who collectively map Africa’s transition toward a digital future.
Their analysis places Kenya at the centre of this transformation, highlighting it as a testbed for the convergence of technology, culture, and commerce.
As Mugasa aptly concludes, “Kenya represents the convergence of technology, culture, and commerce — where entertainment isn’t just consumed, it’s created, shared, and traded in real time.”
By 2029, the story of Kenya’s entertainment and media industry will not just be about numbers.
It will be about how a country turned its mobile-led economy into a digital powerhouse, exporting creativity, data-driven advertising, and streaming innovation to the rest of Africa and the world.
