Kenya’s digital landscape is booming thanks to a mix of technology, internet expansion and AI. According to the PwC Africa Entertainment and Media Outlook 2024–2028, Kenya’s entertainment and media (E&M) industry is expected to grow at a 5.2% compound annual growth rate (CAGR) above pre-pandemic levels. That puts Kenya among the top players in Africa’s digital economy.
The Rise of Digital Advertising in Kenya
One of the biggest trends is the exploding growth of internet advertising. Kenya’s internet advertising is forecast to grow at a world-leading 17.4% CAGR by 2028. That’s faster than South Africa (4.2%) and Nigeria (8.6%) a strong digital advertising market.
Kenyan businesses are going digital to target consumers with precision using mobile and AI driven strategies. With the rise of smartphone penetration and widespread 4G Kenya’s mobile first environment has created opportunities for businesses to reach their audience on mobile platforms as 5G rolls out.
Kenya’s Mobile First Approach to Media Consumption
Unlike markets that are heavily reliant on fixed broadband Kenya has gone all in on mobile internet. This is transforming the media consumption landscape with mobile gaming, video streaming and over the top (OTT)platforms like Netflix and Showmax thriving in Kenya’s mobile first ecosystem.
The demand for on demand content and interactive digital experiences from Kenya’s young and tech savvy population is driving the growth of mobile first media services. As the digital economy grows digital advertising will surpass traditional formats like radio and TV by 2026 marking a global shift towards personalized targeted advertising.
Kenya’s Digital Advertising Revenue Growth
At the same time the live entertainment sector is also bouncing back. In 2023 ticket sales for live music events hit all time highs despite challenges of limited venues and attracting international acts. The growing demand for live experiences is driving this growth.
Generative AI: The New Frontier for Content
Generative AI is the new buzzword in Kenya’s digital media. AI is now a key player in content creation from scriptwriting to visual effects and even helping companies analyze consumer preferences through AI driven analytics. This has supercharged local digital content creation and enabled Kenyan content creators to scale and reach a wider audience.
Opportunities and Challenges in E&M
As the digital media sector grows in Kenya, there are several opportunities and challenges. While demand for digital services keeps rising, media companies have to keep up with changing consumer habits and new technologies. But with the right investments in tech and content, Kenya’s E&M sector is ready for growth and transformation.
Looking Ahead: A Tech Economy
Kenya’s digital media boom can drive real economic growth and make the country a more tech driven economy. As companies use AI, digital platforms and mobile first strategies, Kenya’s position as a digital leader in Africa gets stronger and stronger.
Kenya’s E&M sector isn’t just about numbers; it’s about building a future where technology, content and innovation come together to create new things and change how we interact with media.