Kenya’s entertainment industry heads towards $6 billion as digital advertising surges

PwC’s Africa Entertainment & Media Outlook 2026–2030 has reported that Kenya’s entertainment and media industry is projected to grow 5% annually through 2030, reaching US$6 billion as online advertising, streaming services, and mobile gaming expand.

According to the report, Kenya is one of Africa’s fastest-growing digital entertainment markets, with internet advertising revenue expected to grow from US$313 million in 2025 to US$603 million by 2030, representing a compound annual growth rate of 14%.

Kenya is predicted to record the world’s fastest growth in internet advertising, nearly double the projected global rate of 7.2%, as businesses increase their use of digital platforms to reach consumers.

Video advertising is expected to be a major driver, with revenue projected to grow at an annual rate of 18.2%, supported by social media platforms and connected televisions.

The growth reflects changing consumer behavior as more Kenyans access entertainment and information through internet-enabled devices, creating new opportunities for advertisers, content creators and media businesses.

“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. As digital advertising evolves, businesses that understand their audiences, use data responsibly, and demonstrate meaningful outcomes will be best placed to capture the opportunities ahead,” said Michael Mugasa, Entertainment and Media Partner, PwC Kenya.

Streaming services are also driving growth, with revenue from over-the-top (OTT) video services in Kenya expected to grow at a compound annual growth rate of 15.9% through 2030, overtaking South Africa’s projected 7.6% growth.

Nigeria is expected to record faster OTT expansion at 20.4%, making it the world’s fastest-growing market in the category, according to the report.

Despite the rapid shift towards digital platforms, traditional television remains an important part of Kenya’s media industry. Its revenue is projected to continue growing, although at a slower pace than streaming services, indicating that digital and conventional broadcasting will continue to coexist.

Affordability could support further expansion of streaming services. PwC forecasts average annual OTT revenue per subscription in Kenya to reach US$54 by 2030, compared with more than US$100 globally.

Connectivity will remain core to this expansion. By 2030, 5G subscription penetration in Kenya is estimated to reach 51.6%, providing a stronger foundation for data-intensive services such as streaming, online gaming and connected television.

Fixed broadband services are also growing faster than mobile services across Kenya, South Africa and Nigeria, according to the report. However, the quality, reliability and affordability of internet access will influence how quickly consumers adopt more advanced digital experiences.

Kenya’s video gaming market is projected to grow at an annual rate of 5.8% through 2030, above the global forecast of 3.6%. South Africa’s gaming market is expected to grow by 4.3%, while Nigeria is projected to lead the three countries at 8.5%.

The report points to a broader shift in Africa’s entertainment and media industry, where mobile access is helping businesses reach wider audiences while creating new ways to generate revenue from content and digital services.

Across the continent, Nigeria’s entertainment and media market is forecast to grow at an annual rate of 6.9% through 2030, reaching US$5.3 billion. South Africa will remain the largest and most mature market, with revenue projected to rise from US$16.6 billion in 2025 to US$19.4 billion in 2030.

Artificial intelligence could further expand opportunities for African creators through translation, subtitling and localization, enabling content to reach audiences across different languages and markets. The technology could also improve content discovery and advertising personalization.

However, the report notes that businesses will need to address issues including copyright, attribution, privacy, data governance and human oversight as AI becomes more widely used in entertainment and media.

For Kenya, the projected growth points to increasing opportunities in digital advertising, streaming and gaming. Capturing that potential will depend on how effectively businesses convert rising digital participation into sustainable revenue while maintaining consumer trust and investing in content that reflects local audiences.

Ultimately, this growth brings out new opportunities in digital advertising, streaming and gaming for Kenya. The challenge for businesses will be turning the growing number of digital consumers into lasting revenue, while earning their trust and creating content that reflects the interests, culture and experiences of local audiences.

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