A new report shows that Kenya is the fastest-growing online advertising market in the world attrributable to rising smartphone usage and expanding connectivity.

According to advisory firm, PwC's Africa Entertainment and Media Outlook—Perspectives Report 2025–2029, Kenya's saw revenue from entertainment and media hit $4.0 billion (KES515.96 billion) in 2024, up from $3.7 billion (KES477.26 billion) realised in the year before. 

Across Africa, Kenya with a projected compound annual growth rate of 16 percent through 2019, outpaces Nigeria at 7.2 percent growth, and South Africa at 3.5 percent during the forecast period.

"Mobile connectivity remains dominant, with over 72 million cellular connections already surpassing the population. Wi-Fi usage is also on the rise, supported by government investments in broadband infrastructure and Safaricom's focus on 5G-powered fixed Wi-Fi services."

PwC said the robust growth attributable to Kenya's youthful population whose lifestyle is anchored on mobile usage.

"The mobile penetration rate is high, driven by affordable smartphone and widespread mobile network coverage. Kenya's proven integration of mobile money services, such as M-Pesa, with entertainment platforms creates a fertile environment for monetizing mobile gaming and digital content in innovative ways," the report notes in part. 

While traditional TV currently leads in revenue generation at $293 million in revenue as of 2024, PwC says social media marketing, e-commerce, and influencer-led campaigns is projected to push internet advertising to generate $470 million in revenue by 2029.

In terms of market comparison, PwC says South Africa is the "most mature and formalised entertainment and media ecosystem" while Nigeria and Kenya continue to define the continent's "mobile-centric future."

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