Kenya has emerged as the world’s fastest-growing internet advertising market, according to a new PwC report projecting the sector will expand at an annual rate of 14 per cent through 2030.
According to the latest PwC Africa Entertainment & Media Outlook 2026-2030, Kenya’s internet advertising sector is projected to grow at an annual rate of 14 percent through 2030, nearly double the global average of 7.2 percent.
The report projects Kenya’s internet advertising revenue to rise from US$313 million in 2025 to US$603 million by 2030, driven by growing internet access and increased online activity.
The growth comes as digital technologies continue to reshape Africa’s entertainment and media landscape, creating new opportunities for advertisers, content creators, media companies and technology firms.
PwC noted that while African markets are developing at different rates, stronger connectivity, changing consumer behaviour, and expanding digital audiences are increasingly shaping how the continent creates value.
“Across these different growth stories, one thing is becoming clear: technology is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections,” said Charles Stuart, Africa Entertainment and Media Leader at PwC.
Kenya’s Entertainment and Media Sector Expanding
Beyond advertising, Kenya’s broader entertainment and media industry is also expected to grow strongly over the next five years.
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The report projects that the sector will grow at a compound annual growth rate of 5 percent, reaching US$6 billion by 2030.
While South Africa remains Africa’s largest and most mature entertainment and media market and Nigeria is forecast to record the fastest overall growth, Kenya continues to stand out as one of the continent’s strongest digital growth stories.
A major contributor to that growth is the rapid adoption of streaming services.
PwC forecasts that Kenya’s over-the-top (OTT) video market will grow by 15.9 percent annually through 2030, making it one of the three fastest-growing streaming markets globally. Only Nigeria, with projected growth of 20.4 percent, is expected to expand faster.
The report suggests that more Kenyans are consuming video content through digital platforms, reflecting changing viewing habits and the growing popularity of streaming services.
Unlike some developed markets where traditional television revenues are declining, PwC expects television revenues in Kenya to keep growing, though more slowly than digital video services.
PwC Says Connectivity Remains the Backbone of Kenya’s Digital Growth
As internet access becomes faster, more reliable, and more affordable, consumers spend more time online, creating opportunities across advertising, streaming, gaming, e-commerce, and other digital services.
By 2030, 5G penetration in Kenya is expected to reach 51.6 percent, further supporting demand for data-intensive services and richer online experiences.
Nana Madikane, Africa Technology, Media and Telecommunications Industry Leader at PwC, said the next stage of growth will depend on how businesses leverage improved connectivity to reach consumers and generate revenue.
“The opportunity is increasingly about how businesses use this growing connectivity to reach new consumers, expand their entertainment and media offerings and unlock new revenue opportunities,” she said.
The report also notes that fixed broadband services are growing faster than mobile services across key African markets, strengthening the infrastructure needed for streaming, connected television and online gaming.
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Video Advertising Leading Digital Expansion
Video advertising is expected to be one of the biggest beneficiaries of Kenya’s digital boom.
According to the report, video internet advertising revenue is projected to grow by 18.2 percent annually, supported by increasing consumption of content on social media platforms and connected televisions.
As more people watch videos online, advertisers are spending more on digital platforms to reach specific audiences and track the results of their campaigns.
PwC says the future of advertising lies not only in reaching large audiences but also in understanding consumer preferences and delivering relevant content.
This shift is expected to create new opportunities for media organisations, digital agencies, technology firms and content creators operating in Kenya.
Michael Mugasa, Entertainment and Media Partner at PwC Kenya, said the country’s performance shows the potential that can be unlocked when strong connectivity meets high levels of digital engagement.
“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement and a mobile-first economy come together,” he said.
Streaming, Gaming and AI to Shape Future Growth
The report also projects Kenya’s gaming market to grow faster than the global average through 2030, as digital entertainment continues to expand.
PwC attributes much of that growth to the rising popularity of mobile gaming, which lets consumers access entertainment without expensive consoles or computers.
At the same time, artificial intelligence is expected to play a bigger role in content creation, discovery and distribution.
According to the report, AI-powered tools such as translation, subtitling and localisation could help African content reach larger audiences both within the continent and globally. The technology is also expected to improve audience targeting and advertising performance.
However, PwC cautioned that data privacy, transparency, intellectual property rights, and governance will remain critical as AI adoption accelerates across the industry.
Human Connection Remains Central
Despite the rapid pace of technological change, the report argues that culture, creativity and shared experiences will continue to define the future of entertainment and media.
PwC says digital platforms are not replacing traditional forms of entertainment but are instead creating new ways for audiences to discover, engage with and share content.
The report points to continued growth in music, cinema, live events and other communal experiences across Africa, suggesting that technology and human interaction will increasingly complement one another.
Ultimately, PwC concludes that the future of Africa’s entertainment and media industry will be shaped by a combination of connectivity, innovation, creativity and cultural relevance, with organisations that successfully balance technology and human connection likely to be the biggest winners.
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