Kenya media industry revenue to hit Sh775bn by 2030, PwC says

Kenya's media industry is expected to experience significant growth over the next five years, with its revenue projected to reach Sh775 billion by 2030, according to a new PwC report. The growth is driven by the rise of online video, mobile content, and digital advertising. Internet advertising revenue is projected to nearly double from Sh40.7 billion to Sh78.4 billion over the same period, with an annual growth rate of 14 percent.

Kenya is identified as the world's fastest-growing internet advertising market, with increased consumption of online video and social media content. Connectivity remains the defining feature of Kenya's entertainment and media market, accounting for more than three-quarters of total industry revenue. Online streaming services are also expected to more than double in revenue from Sh1.95 billion to Sh4.03 billion, with annual growth of 15.9 percent.

Traditional television is also projected to grow, with revenue rising from Sh43.2 billion to Sh49.1 billion. The report highlights the importance of connectivity for the growth of the industry and the challenges that media companies and local content creators will face in turning digital audiences into sustainable revenue.

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