PwC’s Africa Entertainment & Media Outlook 2026–2030 forecasts that Kenya’s entertainment and media sector will grow at about 5 per cent annually and reach US$6 billion, equivalent to KSh775 billion, by 2030.
The report projects internet advertising revenue to rise from US$313 million in 2025 to US$603 million in 2030, a compound annual growth rate of 14 per cent, and from KSh40.7 billion to KSh78.4 billion over the same period, making Kenya the world’s fastest-growing internet advertising market.
Video advertising is expected to expand at an annual rate of 18.2 per cent, while revenue from over-the-top video services is forecast to grow at a compound annual growth rate of 15.9 per cent, more than doubling from KSh1.95 billion in 2025 to KSh4.03 billion by 2030.
Traditional television will continue to grow, with revenue projected to increase from KSh43.2 billion in 2025 to KSh49.1 billion in 2030, and the connectivity segment is expected to generate KSh590.2 billion, accounting for about three-quarters of total industry revenue.
The video gaming market is projected to rise at 5.8 per cent annually, taking revenue from KSh13.1 billion to KSh17.3 billion by 2030, outpacing the global forecast of 3.6 per cent and exceeding South Africa’s 4.3 per cent growth rate, while Nigeria is expected to grow at 8.5 per cent.
PwC expects 5G subscription penetration to reach 51.6 per cent by 2030, supporting data-intensive services such as streaming, online gaming and connected television, and notes that average annual OTT revenue per subscription in Kenya will reach US$54 by 2030, compared with more than US$100 globally.
“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement, and a mobile-first economy come together,” said Michael Mugasa, Entertainment and Media Partner, PwC Kenya, adding that businesses that understand audiences, use data responsibly and show meaningful outcomes will be best placed to capture the opportunities.
The report also highlights artificial intelligence as a tool to lower production costs, adapt content for local audiences and improve advertising targeting, while warning that copyright, misinformation and privacy issues will need attention as AI adoption expands.
