Kenyans are projected to spend more than three-quarters of their entertainment and media budget on internet connectivity by 2030, indicating high growth in the cost and importance of getting online.
According to PwC’s Africa Entertainment and Media Outlook 2026-2030, connectivity is expected to account for more than 75 per cent of Kenya’s total entertainment and media spending by 2030, which is equivalent to approximately Ksh 589.1 billion.
Mobile phones and broadband have been the contributing factor to this and to how Kenyans access entertainment, news, music, films, and other digital content.
This shift is expected to support growth in internet advertising, with Kenyan’s online advertising revenue being projected to rise by approximately Ksh40.6 billion in 2025 to Ksh78.2 billion by the time we get to 2030.
A person about to click an app on a phone.
Photo
Canva
As more people tune to online platforms for information and entertainment, internet access is becoming a major part of households' spending in a market that has increasingly been shaped by digital consumption.
Additionally, the report points out the growing importance of digital platforms in Kenya’s advertising industry, with more businesses expected to compete for audiences through online content, social media and video advertising.
This growth is potentially set to create opportunities for content realtors, digital marketers, media companies and businesses seeking customers online.
Kenya’s online business sector is booming, being driven by widespread mobile money, rising internet use, social commerce as well as a growing digital services market with the strongest opportunities in the e-commerce sector, freelancing, digital services, content creation and even online education.
Video advertising is taking the lead since it's the key driver of this growth, overtaking other forms of display advertising by 2027, supported by platforms like TikTok and YouTube.
For content creators, this growth would signal a boost in brand partnerships, sponsored videos, and, moreover, they will be able to work with businesses seeking to reach online.
Traditional media is also expected to grow, with television revenue rising from approximately Ksh43.1billion in 2025 to Ksh49 billion in 2030, while the 5G generation will reach 51.6 per cent by 2030, potentially expanding access to faster internet.
The figures in the report forecast for 2030 and indicate the expected composition of Kenya’s entertainment and media market.
Kenyan primary school pupils, collectively using a laptop donated by the European Union to access and learn online on January 27, 2026.
Photo
UNICEF Kenya