Revealed on: October 24, 2025 08:00 (EAT)
FILE – An aerial view of Nairobi. (Picture by AFP)
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Kenya’s leisure and media (E&M) business is ready
for robust development over the subsequent 5 years, with the nation’s web
promoting market projected to be the fastest-growing on this planet, a brand new PwC
report reveals.
The British accounting agency’s 2025-2029 Africa Leisure
& Media Outlook reveals Kenya’s E&M sector expanded by 7.1% in 2024.
The nation’s whole E&M income in 2024 was simply over
$4.0 billion (Ksh.515.96 billion), up from $3.7 billion (Ksh.477.26 billion) in
2023.
This was second solely to Nigeria’s 11.2% development, outpacing
South Africa’s 6.2%.
It’s projected to hit $4.26 billion this yr and develop at a
compound annual development price (CAGR) of 5.2% to $5.15 billion by 2029, pushed
primarily by digital transformation, cellular penetration, and youthful client
demand.
PwC tasks Kenya’s web promoting phase will
develop at a CAGR of 16%, the quickest price globally, as mobile-first web
use accelerates.
Whereas conventional TV at the moment leads with $293 million in
income as of 2024, the Huge 4 accounting agency tasks web promoting
will generate $470 million in income by 2029.
The rise of social media advertising and marketing, e-commerce, and
influencer-led campaigns continues to attract promoting spend from conventional
media towards digital platforms, the report says.
Kenya’s over-the-top (OTT) streaming providers are additionally
booming, projected to develop at 11.2%, supported by widespread smartphone use,
bettering 4G and fibre connectivity, and reasonably priced knowledge packages.
The nation’s gaming sector is one other shiny spot, with
social and informal gaming forecast to develop at 10.1%, whereas conventional gaming
will develop at 5.1%.
“Kenya’s confirmed integration of cellular cash providers, such
as M-Pesa, with leisure platforms creates a fertile surroundings for
monetising cellular gaming and digital content material in modern methods,” PwC says.
However the report cautions that infrastructural gaps, together with
unstable web connectivity and inconsistent electrical energy provide, proceed to
restrict development potential in components of the nation.
Regionally, Nigeria, Kenya, and South Africa stay Africa’s
main E&M markets.
And whereas South Africa’s ecosystem is essentially the most formalised
and mature, with steady pay tv and hybrid traditional-digital media
consumption, “Kenya and Nigeria are emblematic of the continent’s high-growth,
mobile-centric future,” says the report.
