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Kenya digital ad spend falls despite social media boom
Digital advertising, once seen as a resilient and high-growth segment, is increasingly being subjected to the same budget discipline as traditional media channels amid tightening corporate finances.
Kenya’s digital advertising spend is shrinking even as millions of users spend hours daily on social media, exposing a growing disconnect between audience attention and how brands are deploying marketing budgets in a shifting economy.
Official data shows that during the quarter ended December 2025, businesses cut digital advertising expenditure by 48.3 percent to Sh6.08 billion, down from Sh11.76 billion previously, marking one of the sharpest contractions in recent years.
