Kenya has officially been named Africa’s fastest-growing digital marketplace, surpassing regional powerhouses Nigeria and South Africa, according to the latest PwC Entertainment and Media Outlook Report released on Thursday, October 23, 2025.
The report revealed that Kenya’s internet advertising market recorded a compound annual growth rate of 16 per cent, making it the continent’s leading hub for digital business and brand promotion. The growth is largely driven by the country’s youthful population, high smartphone penetration, and increased adoption of mobile money and e-commerce platforms.
PwC noted that international and local firms now view Kenya as a strategic entry point for digital advertising, with platforms like Facebook, Instagram, TikTok, X (formerly Twitter), YouTube, and local websites becoming major marketing channels. “Kenya has emerged as a preferred destination for online advertising and digital trade due to its strong connectivity and innovative user base,” the report stated.
The firm projected that video advertising in Kenya will continue to expand, with an expected 29 per cent surge by 2029, driven by short-form content and influencer-based campaigns.
However, the report also warned that traditional media outlets such as newspapers, radio, and television are set to experience sharp declines in advertising revenue. “Print media continues to face a consistent drop in circulation and revenue as audiences migrate to digital formats,” PwC observed. It added that while TV and radio still retain relevance in rural regions, younger consumers are increasingly shifting to online streaming and satellite platforms.
In terms of revenue, digital advertising is projected to surpass television advertising by 2026, generating approximately KSh 60 billion by 2029, compared to KSh 43 billion from traditional TV. This marks a major turning point for Kenya’s entertainment and media landscape, where digital platforms are now defining both consumer engagement and brand reach.
PwC also reported a sharp rise in data consumption, fueled by the rollout of 4G and 5G networks and an expanding middle-class population. Internet usage, online shopping, and social media marketing are now major growth engines for the economy.
The report further highlighted that both Kenya and Nigeria are witnessing a cultural boom in live music, festivals, and entertainment, particularly in Afrobeat and regional music genres. “Both markets have surpassed pre-pandemic revenue levels, signaling a robust rebound amplified by social media and digital ticketing platforms,” the report stated.
Analysts believe Kenya’s rise as a digital marketplace reflects the government’s investment in technology infrastructure and policies that promote digital inclusion. The country’s creative and tech sectors, coupled with a vibrant youth culture, continue to drive innovation across online advertising, streaming, and e-commerce.
As the continent’s digital economy continues to evolve, Kenya’s lead signals a future where Africa’s growth will be increasingly defined by connectivity, creativity, and content.
