Kenya projected to lead global digital advertising growth

Kenya is projected to become the world’s fastest-growing internet advertising market, according to the Africa Entertainment & Media Outlook 2026–2030 report by PwC. Internet advertising revenue in the country is expected to grow at an annual rate of 14 per cent, nearly double the global average of 7.2 per cent, reaching an estimated $603 million by 2030.

Driven by increased connectivity and changing consumer behavior, Kenya is also identified as one of the three fastest-growing over-the-top (OTT) video markets globally. Streaming revenues are projected to grow at an annual rate of 15.9 per cent through 2030. Video advertising is expected to be a primary driver, with an anticipated annual growth rate of 18.2 per cent as businesses shift investments toward social media and connected television.

By 2030, internet connectivity is forecasted to account for more than 75 per cent of Kenya’s total entertainment and media spending, totaling approximately KSh 589.1 billion. This shift is supported by widespread mobile money use, rising internet penetration, and the growth of social commerce, e-commerce, and digital services.