Kenya’s entertainment and media industry is projected to generate nearly Sh776 billion by 2030, with digital advertising, streaming services and online content expected to contribute to the sector’s expansion.
The forecast is contained in PwC’s Africa Entertainment and Media Outlook 2026–2030, published on October 13. The report estimates that the market will grow from approximately US$4.68 billion in 2025 to US$5.98 billion in 2030, representing an average annual growth rate of 5 per cent.
Internet advertising is expected to record particularly strong growth, with revenue projected to rise from US$313 million in 2025 to US$603 million by 2030. This represents an annual compound growth rate of 14 per cent.
The projections point to increasing opportunities for businesses and creators operating across digital publishing, social media, online video and other internet-based platforms.
Streaming services are also expected to expand. PwC forecasts that revenue from online streaming will rise from approximately Sh1.95 billion in 2025 to Sh4.03 billion by 2030, reflecting growing demand for digital entertainment.
However, the report indicates that connectivity remains central to the industry’s performance. Internet access, affordability and network quality will influence how quickly consumers adopt streaming, gaming and other digital services.
The anticipated growth presents opportunities for Kenyan musicians, filmmakers, journalists, content creators and digital publishers seeking to reach audiences through online platforms. Businesses that rely on digital advertising could also benefit from the projected increase in spending.
At the same time, a larger market does not necessarily mean that individual creators will earn more. Media companies and independent producers must still compete for advertising revenue, audience attention and distribution on platforms often controlled by international technology firms.
The outlook also identifies artificial intelligence as a potential tool for improving content production, adapting material for different audiences and refining advertising strategies. Its use, however, raises questions around copyright, privacy and misinformation.
As digital consumption expands, the challenge for Kenya’s entertainment and media industry will be converting audience growth into sustainable revenue for local businesses and creative professionals.
The projections offer an indication of the sector’s potential over the next five years, although actual performance will depend on economic conditions, consumer spending and how effectively businesses respond to changing digital habits.
