Kenya has officially taken the crown as Africa’s fastest-growing digital marketplace, outpacing economic giants Nigeria and South Africa in internet advertising growth. A new report by global advisory firm PwC reveals that Kenya’s digital ad market is expanding at an impressive compounded annual growth rate of 16 percent.
The surge, fueled by widespread internet connectivity, social media marketing, and increased smartphone usage, is transforming Kenya into a continental hub for digital commerce. The trend signals a major shift in how brands connect with audiences across Africa.
Kenya Leads Africa’s Fastest-Growing Digital Marketplace
Kenya’s digital economy is experiencing a remarkable transformation. According to PwC’s latest Entertainment and Media Outlook report released on October 23, Kenya ranks first in Africa for internet advertising growth, outpacing Nigeria and South Africa.
The country’s compounded annual growth rate of 16 percent in internet advertising highlights a strong digital shift among businesses. Global brands increasingly view Kenya as the ideal entry point into Africa’s online market, leveraging platforms such as Facebook, Instagram, YouTube, TikTok, and X to reach millions of consumers.
This digital dominance showcases Kenya’s strategic advantage—a young, tech-savvy population, expanding mobile networks, and a government actively promoting e-commerce and digital innovation.
PwC projects that Kenya’s video advertising will expand even further, growing by 29 per cent by 2029. This shift is largely fueled by the popularity of short-form video content and influencer-driven marketing.
Traditional Media Faces Steep Decline
While Kenya’s digital scene thrives, traditional media platforms are facing serious challenges. PwC warns that print and radio advertising will continue to decline as more consumers migrate online.
“Traditional media, like print, continue to decline due to the ongoing migration to digital formats,” the report stated. Newspapers and magazines are recording consistent drops in circulation and advertising revenue—a trend that reflects changing audience behavior.
Television and radio remain significant, particularly in rural areas, but their growth is slowing. PwC’s report predicts that digital advertising revenue will overtake traditional TV earnings by 2026. By 2029, internet advertising is expected to grow by 16 percent to reach Ksh60 billion, compared to TV’s projected Ksh43 billion.
This marks a turning point for Kenya’s media landscape, where digital-first strategies are no longer optional but essential for survival.
Data Usage and Connectivity Power the Growth
Kenya’s rapid rise as Africa’s fastest-growing digital marketplace is also linked to increasing data consumption and improved connectivity. The country’s growing 4G and 5G infrastructure has significantly boosted mobile internet usage, making digital platforms more accessible to millions.
According to PwC, Kenya’s data consumption is projected to expand sharply between now and 2029. The trend is driven by widespread smartphone penetration and the affordability of internet packages offered by major telecom providers.
Mobile devices now serve as the primary gateway for entertainment, shopping, and education, creating fertile ground for advertisers. As internet speeds improve, video streaming and live advertising formats are becoming more appealing to both local and global brands.
Entertainment and Music Drive Digital Revenue
Beyond advertising, Kenya’s entertainment industry is also gaining from the digital shift. PwC notes that both Kenya and Nigeria have invested heavily in live music and festivals, boosting regional tourism and digital engagement.
The report reveals that these markets have surpassed pre-pandemic revenue levels, showing a strong rebound in physical events supported by digital promotion. Social media platforms now play a key role in promoting artists, selling tickets, and streaming performances.
Kenya’s vibrant music scene—fueled by genres such as Gengetone, Afro-fusion, and gospel—has merged seamlessly with online marketing. This synergy between entertainment and technology continues to strengthen Kenya’s digital economy, attracting foreign investors and advertisers.
Final Thoughts
Kenya’s rise to become Africa’s fastest-growing digital marketplace underscores a significant shift in how the continent’s economies are evolving. The move from traditional to digital advertising is accelerating, with Kenya emerging as a leader in innovation and online commerce.
With continued investment in digital infrastructure, content creation, and tech entrepreneurship, Kenya’s dominance is set to grow even stronger in the years ahead—setting a new benchmark for Africa’s digital future.
