Kenya is cementing its status as a global leader in mobile-first entertainment and media (E&M), according to the PwC Africa Entertainment and Media Outlook 2025–2029.
While South Africa remains the continent’s most mature market and Nigeria leads in scale and growth, Kenya’s innovation-led, youth-driven ecosystem is setting new benchmarks for digital engagement, advertising, and gaming.
Kenya’s Digital Momentum: Fastest-Growing Internet Ad Market Globally
Kenya’s E&M sector grew by 7.1% in 2024, with a projected 5.2% CAGR through 2029, outperforming global averages. Total revenues are expected to rise from US$4.0B to US$5.1B.
The country leads the world in internet advertising growth, with a 16% CAGR, and video advertising is surging at 22.3% CAGR, driven by mobile-first campaigns and social media.
“Kenya stands out globally, with its internet advertising market projected to grow at a CAGR of 16% the fastest globally,” said Michael Mugasa, Entertainment and Media Director, PwC Kenya.
By 2029, 64% of Kenya’s ad spend will be digital, up from 36% in 2024, reflecting a major shift away from traditional media.
Gaming & Esports: Kenya’s Next Digital Frontier
Kenya’s gaming market reached US$153M in 2024 and is projected to grow at a 6.9% CAGR. Mobile games dominate due to smartphone affordability and the integration of mobile money platforms like M-Pesa.
“Kenya’s gaming landscape continues to rise in social and casual gaming… fuelled primarily by the country’s youthful demographic and remarkable mobile-first internet adoption,” the report notes.
OTT Streaming: Growing Steadily, Powered by Mobile
Kenya’s OTT market is projected to grow at 8.5% CAGR, with revenues doubling from US$9M to US$16M by 2029. Ad-supported tiers are expected to broaden access, especially for price-sensitive users.
“OTT services are expanding rapidly, supported by rising smartphone adoption and improved connectivity,” PwC Kenya states.
Connectivity Costs: A Persistent Barrier
Kenya spends 76% of its E&M budget on internet access, compared to the global average of 40%. This limits consumer spending on actual content and advertising.
“As disposable income grows and the relative cost of connectivity decreases, this will bode well for consumer and advertising spend,” the report explains.
South Africa’s Live Music Revival: Powered by Streaming
South Africa’s live entertainment sector generated US$76M in ticket sales in 2024, with streaming now accounting for 36% of total consumer music income. Performances by Chris Brown, Jason Derulo, Jill Scott, and Tyla helped fuel the rebound.
“Live music events are thriving across the continent… amplified by digital platforms and social media,” the report highlights.
Nigeria: Africa’s Fastest-Growing E&M Market
Nigeria posted 11.2% growth in 2024, with a projected 7.2% CAGR through 2029. It leads Africa in digital ad spend, expected to hit 84% by 2029, surpassing global benchmarks.
“Nigeria’s E&M growth is driven by a predominantly young population and rapid digital innovation,” said Udochi Muogilim, Technology, Media and Telecommunications Leader, PwC Nigeria.
Mauritius: A Rising Digital Market
Mauritius is now featured in PwC’s report, with a projected 2.2% CAGR and market value of US$508M by 2029. Its inclusion signals growing interest in smaller, emerging African markets.
“Its trajectory offers a glimpse into how peripheral markets may evolve and contribute to the continent’s broader digital transformation,” the report states.
Generative AI: Reshaping Africa’s Creative Economy
AI is transforming content creation, personalisation, and production workflows. In Africa, startups are using GenAI to generate scripts and subtitles in local languages, enhancing inclusive storytelling.
“Generative AI is beginning to take hold… creating local-language content that reflects regional voices and expands access,” PwC observes.
The Bottom Line
Africa’s E&M sector is evolving rapidly. Kenya leads in mobile-first innovation, Nigeria in scale, and South Africa in infrastructure. With Mauritius joining the digital conversation and AI unlocking new creative possibilities, the continent is poised to redefine global media consumption.
