Kenya’s entertainment and media market is projected to reach US$6 billion by 2030, driven by digital advertising, online video streaming and growing internet access, according to PwC’s Africa Entertainment & Media Outlook 2026–2030.
The market is forecast to grow at a compound annual rate of 5 per cent, with Kenya emerging as the world’s fastest-growing internet advertising market.
Internet advertising revenue is expected to nearly double from US$313 million in 2025 to US$603 million by 2030, growing at 14 per cent annually, almost twice the global rate of 7.2 per cent.
Video advertising is expected to be a major driver, with revenue projected to grow by 18.2 per cent annually as social media platforms and connected televisions attract more advertising spending.
Streaming services are also expanding rapidly, with Kenya’s over-the-top (OTT) video market forecast to grow by 15.9 per cent annually through 2030, compared with global growth of 6.1 per cent.
“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.
The report projects Kenya’s 5G subscription penetration will reach 51.6 per cent by 2030, supporting demand for streaming, gaming and other digital services. However, affordability and reliable connectivity will remain important to unlocking growth.
Kenya’s video gaming market is also forecast to grow by 5.8 per cent annually through 2030, outpacing the global rate of 3.6 per cent.
PwC says artificial intelligence could further expand opportunities for African content creators through translation, subtitling and localisation, helping local stories reach wider audiences.
However, the report stresses that technology must complement creativity and human connection, with safeguards around copyright, privacy and transparency as AI adoption grows.
