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Digital media boom: Artificial intelligence, mobile-first content and internet ads drive unprecedented growth
By 2026, digital advertising is expected to overtake traditional formats like radio and broadcast television, aligning with global trends of increased investment in targeted and personalised advertising.
Digital innovation, shifting consumer preferences, and increased internet penetration have elevated Kenya’s entertainment and media (E&M) industry. The sector has moved beyond traditional formats, with digital platforms now central to content creation, distribution, and consumption.
PwC’s Global Entertainment & Media Outlook 2024–2028 report highlights Kenya as the world’s fastest-growing internet advertising market.
Digital advertising is expected to surpass traditional formats by 2026, with Kenya’s internet ad market projected to grow at a compound annual growth rate (CAGR) of 17.4 percent.
AI-driven content creation, connected TV (CTV) advertising, and mobile-first consumption are poised to define the future of media in Kenya. The report projects the country’s E&M industry to generate $4.8 billion in total revenue by 2028, driven by a young, digitally engaged population, rising smartphone adoption, and improving digital infrastructure.
Digital advertising, streaming services, and mobile gaming are growing rapidly, overshadowing traditional media formats like television (TV) and print, which continue to evolve to remain relevant.
Some segments, such as live music, have recovered to surpass pre-pandemic revenue levels, while sectors like internet advertising are achieving impressive scale. Infrastructure deployments and increased data usage are further fuelling demand and mobile service revenue growth.
Despite the digital shift, traditional television remains resilient. TV advertising revenue is expected to grow at a 3.2 percent CAGR, reaching $396 million by 2028. Linear TV retains its relevance for live events and major broadcasts. In contrast, print media faces a more challenging future.
Newspapers, magazines, and books are projected to grow at a modest 1.6 percent CAGR, reaching $130 million by 2028, as declining physical distribution and competition from digital alternatives take their toll.
By 2026, digital advertising is expected to overtake traditional formats like radio and broadcast television, aligning with global trends of increased investment in targeted and personalised advertising.
Kenya is emerging as a leader in the digital advertising revolution, with internet ad revenue expected to grow from $163 million in 2023 to $365 million by 2028.
Live entertainment is also regaining momentum. In 2023, Kenya recorded its highest ticket sales revenue for live music. Consumer appetite for live experiences is growing, despite challenges such as securing major artists and the lack of viable venues. The inaugural Sailing Music Festival in 2024 showcased performances from a variety of Kenyan artists, signalling renewed confidence in the sector.
The future of content consumption is evolving, with CTV advertising and high-speed internet penetration opening new opportunities. CTV delivers video ads to viewers via internet-connected TVs, while Programmatic Digital Out-of-Home (pDOOH) advertising is gaining traction, offering data-driven ad placements on digital billboards and public screens.
Mobile connectivity remains the backbone of Kenya’s digital economy, with 4G subscriptions set to overtake 3G, enabling seamless digital access. Over-the-top (OTT) streaming is also growing, with a projected 10.9 percent CAGR reaching $16 million by 2028, driven by mobile-first consumption.
Mobile gaming is expected to surge as smartphone accessibility increases, closing the gap with traditional gaming.
