Kenya has been ranked as Africa's fastest-growing digital marketplace, surpassing Nigeria and South Africa in internet advertising. According to PwC's latest report, the country boasts a 16% compounded annual growth rate. This shift highlights a broader migration from traditional media to online platforms.
Kenya has emerged as Africa's fastest-growing digital marketplace, outpacing Nigeria and South Africa, according to PwC's Entertainment and Media Outlook report published on October 23, 2025. The report attributes this to a compounded annual growth rate of 16% in internet advertising, making Kenya a preferred hub for global businesses selling products via platforms like Facebook, X, YouTube, Instagram, TikTok, and websites.
The advisory firm projects significant expansion in digital video advertising, expected to rise by 29% by 2029. Meanwhile, traditional media faces challenges: advertising on mainstream outlets and radio is forecasted to decline as consumers, particularly younger audiences, move online. PwC notes a consistent drop in newspaper and magazine circulation and revenue, stating, "Traditional media, like print media, continue to decline due to the ongoing migration to digital formats, with newspapers and magazines seeing a consistent drop in circulation and advertising revenue."
Television and radio growth is slowing, though they retain relevance in rural areas: "TV and radio are showing slower growth as audiences, especially younger ones, transition to online and satellite alternatives, although these traditional media sources still hold relevance in rural and underserved regions."
By 2026, digital advertising revenue is set to surpass traditional TV, reaching Ksh60 billion by 2029—a 16% increase—compared to TV's Ksh43 billion. Kenya's data consumption is also poised for rapid growth from 2025 to 2029, fueled by rising mobile internet use and wider 4G and 5G coverage.
Additionally, Kenya and Nigeria are boosting investments in live music and festivals, with revenues exceeding pre-pandemic levels. The report observes, "Both markets have surpassed pre-pandemic revenue levels, indicating a strong rebound in in-person entertainment. This resurgence is increasingly amplified by digital platforms and social media, which help drive attendance." This digital momentum underscores Kenya's evolving media landscape.