A new PwC Africa Entertainment and Media Outlook for 2026–2030 projects that Kenya’s entertainment and media sector will expand its revenue from KSh607 billion in 2025 to KSh775 billion in 2030.

The expansion is attributed to growth in online video, mobile content and digital advertising.

Internet advertising is expected to almost double, rising from KSh40.7 billion to KSh78.4 billion, which represents an annual growth rate of 14 per cent.

PwC notes that Kenya is the fastest-growing internet advertising market worldwide during the forecast period, driven by higher consumption of online video and social media platforms such as TikTok.

“Connectivity remains the defining feature of Kenya’s E&M market, accounting for more than three-quarters of total industry revenue,” the report states.

Revenue from online streaming services is forecast to more than double, moving from KSh1.95 billion in 2025 to KSh4.03 billion by 2030, an annual growth of 15.9 per cent.

The study highlights that the cost and quality of internet access will shape how quickly consumers adopt streaming, gaming and other digital services.

Traditional television is also set to grow, with revenue projected to increase from KSh43.2 billion in 2025 to KSh49.1 billion in 2030.

Connectivity is predicted to remain the largest segment, reaching KSh590.2 billion in 2030 and representing roughly three-quarters of the total market.

Video-game revenue is expected to rise from KSh13.1 billion to KSh17.3 billion over the same period.

Income from newspapers, consumer magazines and book publishing is forecast to climb from KSh18.7 billion to KSh21.5 billion.

The report warns that media firms and local content creators will need to convert expanding digital audiences into sustainable income as they vie for advertising spend and platform distribution.

PwC also points to artificial intelligence as a tool to cut production costs, tailor content for local viewers and enhance advertising targeting.

It cautions that issues such as copyright protection, misinformation and privacy will require attention as the industry integrates new technologies.