Kenya is projected to become the world’s fastest-growing internet advertising market, with revenues expected to nearly double to $603 million (approximately KSh 78 billion) by 2030, according to a new report by professional services firm PwC.
The Africa Entertainment & Media Outlook 2026–2030, released on Tuesday, forecasts that Kenya’s internet advertising revenue will grow at an annual rate of 14 per cent, nearly twice the global average of 7.2 per cent.
The report projects that internet advertising revenue will increase from $313 million in 2025 to $603 million in 2030, driven by growing digital audiences, increased internet connectivity and changing consumer behaviour.
Kenya’s overall entertainment and media industry is also expected to expand at an annual rate of 5 per cent to reach $6 billion by 2030, reflecting growing opportunities across digital advertising, television, streaming platforms and video gaming.
According to PwC, video advertising will be among the fastest-growing segments of Kenya’s digital advertising market, expanding at an annual rate of 18.2 per cent as businesses increasingly invest in social media platforms and connected television.
“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement, and a mobile-first economy come together. The next stage is about converting that participation into value,” said Michael Mugasa, Entertainment and Media Partner at PwC Kenya.
He noted that businesses that understand their audiences, use data responsibly and demonstrate measurable results will be better positioned to benefit from the expanding digital advertising market.
Kenya Among World’s Fastest-Growing Streaming Markets
The report also identifies Kenya as one of the world’s three fastest-growing over-the-top (OTT) video markets, with streaming revenues projected to grow at an annual rate of 15.9 per cent through 2030.
This is more than double the global streaming market’s projected growth rate of 6.1 per cent.
Nigeria leads globally with projected annual OTT revenue growth of 20.4 per cent, while South Africa’s streaming market is expected to expand by 7.6 per cent annually.
Despite the rapid growth of streaming platforms, PwC expects traditional television revenues in Kenya to continue increasing, although at a slower pace than digital video services.
The report further projects that average annual streaming revenue per subscription in Kenya will reach $54 by 2030, compared with more than $100 globally, highlighting the relatively affordable nature of the local market.
Kenya’s video gaming industry is also expected to grow faster than the global average, with projected annual revenue growth of 5.8 per cent compared with 3.6 per cent worldwide.
Faster Internet to Drive Digital Consumption
Improved internet connectivity is expected to support the expansion of Kenya’s digital entertainment economy.
PwC forecasts that 5G subscription penetration in Kenya will reach 51.6 per cent by 2030, compared with 86.8 per cent in South Africa and 35.3 per cent in Nigeria.
The report notes that the growth of faster and more reliable internet connections will create additional opportunities for streaming, gaming, digital advertising and other data-intensive services.
However, affordability and service reliability will remain important factors in determining how quickly consumers embrace these services.
“Africa’s E&M industry is entering an exciting new phase, but there is no single growth story across the continent. What connects them is the expanding digital audience,” said Nana Madikane, Africa Technology, Media and Telecommunications Industry Leader at PwC.
AI Presents New Opportunities for Content Creators
Beyond advertising and streaming, PwC identifies artificial intelligence as an emerging opportunity for Kenya’s media and creative industries.
The report notes that AI-powered translation, subtitling and content localisation could help African creators reach international audiences by overcoming language barriers.
AI could also help media companies and advertisers improve audience targeting, personalise content and measure campaign performance.
However, PwC cautions that the adoption of AI must be supported by appropriate safeguards covering intellectual property rights, data privacy, transparency and human oversight.
The report concludes that although digital technology will continue transforming Africa’s entertainment and media industry, traditional television, music, cinema and live entertainment will remain important.
For Kenya, the projected growth signals an expanding digital economy in which media companies, advertisers, content creators and technology businesses will increasingly compete for the attention and spending of connected consumers.
