Kenya’s internet advertising market to hit Sh78billion by 2030
Video advertising, social media and connected television are expected to drive expansion as businesses shift towards data-driven campaigns and measurable returns.
By John Oyuke
Kenya’s internet advertising market is projected to nearly double to Sh78 billion by 2030, making it the world’s fastest-growing market, according to a new report by global professional services network PricewaterhouseCoopers (PwC).
The Africa Entertainment and Media Outlook 2026–2030 forecasts revenue from internet advertising will rise from $313 million (about Sh40.6 billion) in 2025 to $603 million (approximately Sh78 billion) in 2030, representing a compound annual growth rate of 14 per cent.
The growth rate puts Kenya ahead of India and almost double the projected global internet advertising growth of 7.2 per cent over the same period.
PwC attributes the expansion to increasing digital connectivity, widespread mobile-first consumer behaviour, digital payments and rising online engagement, which are creating new opportunities for advertisers, publishers and media companies.
Video internet advertising is expected to be a major driver, with revenues projected to grow by 18.2 per cent annually, supported by social media platforms and connected television.
Michael Mugasa, Entertainment and Media Partner at PwC Kenya, said the country’s digital economy demonstrated the potential created by strong connectivity and high online engagement.
“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement, and a mobile-first economy come together,” he said.
“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,” he added.
The report warns that media businesses must move quickly to exploit emerging opportunities and translate additional revenues into profits as innovation continues to transform the creative industries.
Advertisers will increasingly need to move beyond audience reach to prioritise consumer preferences, trusted first-party data, effective campaign activation and credible measurement of commercial outcomes.
“For advertisers and media owners, reach is no longer enough. Trusted first-party data, effective activation, and credible measurement will become more important as attention fragments across broadcasters, publishers, retailers, streaming platforms, creators, and social media,” the report states.
Kenya’s wider entertainment and media industry is also expected to expand, with total revenue projected to reach $6 billion by 2030, representing annual growth of five per cent.
Over-the-top (OTT) video streaming is forecast to grow by 15.9 per cent annually, placing Kenya among the world’s fastest-growing markets. Nigeria leads the three African markets assessed, with projected annual growth of 20.4 per cent, while South Africa is expected to record 7.6 per cent.
Traditional television will remain significant in Kenya and Nigeria, suggesting streaming services will complement rather than immediately replace conventional broadcasting.
Connectivity will remain critical to this expansion. Kenya’s 5G subscription penetration is projected to reach 51.6 per cent by 2030, compared with 86.8 per cent in South Africa and 35.3 per cent in Nigeria.
PwC says internet quality, reliability and affordability will determine how quickly consumers embrace data-intensive services, including streaming, gaming and connected television.
Kenya’s video gaming market is forecast to grow by 5.8 per cent annually through 2030, exceeding the global projection of 3.6 per cent.
Artificial intelligence is also expected to help African content creators expand across markets through translation, subtitling, localisation and personalised recommendations. However, PwC cautions that adoption must be accompanied by safeguards covering intellectual property, attribution, privacy, data governance, transparency and human oversight.
The report examines entertainment and media trends across Kenya, Nigeria and South Africa, including advertising, streaming, gaming, connectivity, live entertainment and artificial intelligence.
It concludes that sustainable growth will depend on combining technological innovation with creativity, cultural relevance and meaningful audience connections.
