Kenya is the world’s fastest-growing internet advertising market, just ahead of India, with revenue forecast to grow 14.0% a year through 2030 against a global rate of 7.2%, according to PwC.

The firm’s Africa Entertainment and Media Outlook 2026-2030, released today, projects Kenya’s internet advertising revenue will rise from US$313m in 2025 to US$603m in 2030.

Video is the main driver. Video internet advertising is forecast to grow 18.2% a year, supported by social media platforms such as TikTok, connected devices and rising mobile uptake. The report says it will overtake other display advertising in 2027.

“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 at PwC Kenya. “The next stage is about converting that participation into value.”

Mugasa said businesses that understand their audiences, use data responsibly and demonstrate meaningful outcomes “will be best placed to capture the opportunities ahead.”

The report says advertisers are shifting from reach alone toward audience insight, measurement and tying spend to commercial results.

Television and publishing still growing

Kenya bucks the pattern in more mature markets. Traditional television revenue is forecast to grow 2.6% a year to US$378m by 2030, and publishing 2.7% a year to US$165m. In South Africa, television revenue is forecast to fall 3.7% a year.

Over-the-top (OTT) video is growing faster but from a small base. Kenya’s OTT revenue is forecast to grow 15.9% a year, from US$15m to US$31m, which would be 8.2% of traditional TV revenue by 2030. PwC ranks Kenya among the world’s three fastest-growing OTT markets, behind Nigeria’s 20.4%.

Wider market

Kenya’s overall entertainment and media market is forecast to grow 5.0% a year, from US$4.7bn in 2025 to US$6.0bn in 2030. That is slower than Nigeria’s 6.9% but faster than South Africa’s 3.2%. Connectivity remains dominant, at more than three-quarters of Kenya’s industry revenue.

Nana Madikane, PwC’s Africa Technology, Media and Telecommunications Industry Leader, said: “There is no single growth story across the continent.” She added that “what connects them is the expanding digital audience.”

PwC’s Africa Entertainment and Media Leader, Charles Stuart, said technology is creating more ways for audiences to connect, but “lasting value will come from understanding the people behind those connections.”