How digital growth is changing Kenya's media landscape

Watching the news on television, streaming a film on a laptop, catching short videos on a phone during the commute, following a live football match online, and later playing a mobile game are all part of how people consume media today.

For many Kenyans, these habits reflect a changing media landscape  in which traditional platforms coexist with digital services, giving audiences more ways to access information and entertainment.

These everyday habits are changing how people consume media, how content is produced and distributed, and how businesses generate revenue.

A report by PricewaterhouseCoopers (PwC),  ‘Africa Entertainment and Media Outlook 2026–2030’, projects that the entertainment and media market will grow from $4.7 billion (Sh610.6 billion) in 2025 to about $6 billion by 2030, at an annual rate of five per cent.

The growth is being driven by connectivity, digital advertising, streaming and gaming, while traditional television and publishing remain part of the market. Artificial intelligence (AI) is also creating new possibilities for producing and distributing content.

Charles Stuart, Africa Entertainment and Media Leader at PwC, says technology is creating more ways for audiences to connect, but businesses must understand what people value.

“Across these different growth stories, one thing is becoming clear: technology is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections,” he says.

The opportunity, however, goes beyond getting people online. The cost of data, subscriptions and devices influences what people can access, while media businesses must find ways to turn audience attention into sustainable income.

Connectivity is the largest part of the entertainment and media market, covering mobile and fixed services that allow people to access the internet. PwC forecasts that connectivity revenue will rise from $3.651 billion in 2025 to $4.544 billion by 2030, accounting for more than three-quarters of the overall market.

Streaming films, following matches online, watching videos and playing connected games all depend on reliable internet access. As these activities grow, so does the opportunity for businesses providing the connections.

PwC projects that 5G subscription penetration will reach 51.6 per cent by 2030. Faster, more reliable connections could support greater use of data-intensive services, including streaming and connected television.

Nana Madikane, Africa Technology, Media and Telecommunications Industry Leader at PwC, says the expanding digital audience creates opportunities for businesses to reach more consumers.

“Africa’s E&M industry is entering an exciting new phase, but there is no single growth story across the continent. What connects them is the expanding digital audience,” she says.

Growth in connectivity revenue does not necessarily mean cheaper internet for households. The forecast measures industry revenue, not how much individual consumers spend on data. Affordability will continue to influence how often people go online and which services they can use.

As more people access content online, businesses have new ways to reach potential customers. Digital platforms allow advertisers to target audiences and measure how people respond to campaigns.

PwC expects that internet advertising revenue will rise from $313 million in 2025 to $603 million by 2030. At an annual growth rate of 14 per cent, this is the fastest-growing internet advertising market globally, almost twice the projected worldwide rate of 7.2 per cent.

Video advertising is expected to grow even faster, at 18.2 per cent annually, supported by social media platforms and connected televisions. The growth could create opportunities for media houses, publishers and content creators to earn from online audiences. However, a larger advertising market does not guarantee that local businesses will receive a bigger share of the revenue. Platforms, advertisers, publishers and creators are all competing for value from the same audience.

Michael Mugasa, Entertainment and Media Partner at PwC Kenya, says businesses must turn digital participation into commercial value.

“Kenya demonstrates the potential that emerges when strong connectivity, high digital engagement, and a mobile-first economy come together. The next stage is about converting that participation into value,” he says.

“As digital advertising evolves, businesses that understand their audiences, use data responsibly, and demonstrate meaningful outcomes will be best placed to capture the opportunities ahead,” he adds.

For media companies, attracting clicks and views is only part of the job. Understanding audiences and earning their trust will also matter as businesses compete for advertising revenue.

Television and publishing still have a place

But the report is keen to clarify that digital growth does not mean traditional television or publishing is disappearing. PwC projects that traditional television revenue will increase from $332 million in 2025 to $378 million by 2030. Publishing revenue is forecast to rise from $144 million to $165 million.

Television is expected to grow by 2.6 per cent annually, while publishing is forecast to grow by 2.7 per cent. These rates are more modest than those projected for internet advertising and streaming.

People can move between platforms depending on their routines. Someone might catch a short video on the way to work, listen to a podcast during the commute, read news on a phone during the day and watch television at home in the evening. Others may follow sports through streaming services or use social media to find highlights.

The same person can use several platforms in a single day. The future is therefore not necessarily a contest between television and smartphones, but a market in which different formats serve different needs.

The forecasts measure revenue across the industry. They do not establish that television audiences or newspaper circulation will increase, or guarantee that individual media companies will become more profitable. Established businesses will still need to adapt to changing habits while retaining audiences and revenue.

Streaming grows, but affordability matters

Streaming services are expected to record strong growth. According to PwC, revenue from over-the-top (OTT) video services, which deliver content over the internet rather than through traditional broadcast or cable systems, will rise from $15 million to $31 million by 2030.

The projected annual growth rate is 15.9 per cent, placing the market among the world’s three fastest-growing OTT markets. Globally, the sector is forecast to grow by 6.1 per cent annually.

By 2030, average annual OTT revenue per subscription is projected to reach 54 US dollars, compared with more than 100 US dollars globally.

Streaming allows people to watch films and series when they want, rather than waiting for scheduled broadcasts. Sports fans can also pay for services carrying live matches, while others subscribe for particular programmes or film libraries.

The cost goes beyond the subscription fee. Consumers also need internet access, and paying for several services may not be practical for every household. Others rely on free content or share access.

The report expects market growth, but it does not establish how many households will subscribe or whether services will become more affordable. Pricing and household budgets will influence how widely streaming is used.

Smartphones have also made gaming possible without a dedicated console or powerful computer. Games can fit into short breaks, commutes and time spent at home.

PwC predicts that gaming and esports revenue will rise from $101 million in 2025 to $133 million by 2030, representing annual growth of 5.8 per cent. This is above the projected global rate of 3.6 per cent.

The business extends beyond playing. Revenue can come from in-game purchases, advertising and other services linked to gaming. Growth could create opportunities for developers and businesses building products around mobile games, although the report does not specify how much revenue will go to locally owned companies.

Udochi Muogilim, Technology, Media and Telecommunications Leader at PwC Nigeria, says mobile access is helping drive growth across different forms of entertainment.

“Nigeria’s momentum is being driven by a large, youthful and increasingly connected audience, but what makes the opportunity particularly exciting is its breadth. Growth is taking place across gaming, streaming, advertising, cinema, music and television. Mobile access is lowering barriers to participation and giving businesses and creators new ways to build relationships with audiences and develop sustainable revenue models,” she says.

Although her comments focus on Nigeria, the wider point is relevant to the industry. The challenge is turning participation into opportunities for creators, jobs and sustainable income.

Artificial intelligence is expected to play a growing role in how media content is produced, distributed and discovered. PwC identifies translation, subtitling and localisation as ways AI could help African stories reach wider audiences.

Translation and subtitles could make films and other content accessible to people who speak different languages. Recommendation tools can help audiences discover content, while AI can support audience analysis and the personalisation of advertising.

These tools could open new routes for local films, music and journalism to reach audiences beyond their usual markets. However, copyright, attribution, privacy, data governance, transparency and human oversight remain important concerns. Creators also need clarity about how their work is used and whether they receive proper recognition.

The report identifies the potential of these tools, but does not establish how widely media companies are already using AI or its effect on jobs.

Turning growth into lasting value

The projections point to a larger entertainment and media market by 2030, supported by connectivity and digital audiences. However, a bigger market does not mean every business will benefit equally or that consumers will automatically pay less to access content.

For households, the cost of data and subscriptions will remain important. For media companies and creators, the challenge is turning audience attention into sustainable income. Advertisers must understand the people they want to reach, while technology businesses continue to shape how content is delivered and discovered.

Stuart says technology must not take attention away from what makes entertainment meaningful.

“Compelling content, creativity, culture and shared experiences remain at the heart of our industry,” he says.

People now have more ways to watch, listen to, read and play, but technology alone cannot guarantee success. Businesses still need content that audiences want and services they can afford.

The future is unlikely to be defined by television versus smartphones, or traditional media versus digital platforms. People will continue moving between them according to their routines, interests and budgets. The real test will be whether the projected growth creates lasting opportunities for creators and media businesses while delivering value to the audiences behind the screens.