Kenya Crowned Fastest-Growing Market for Digital Advertising Globally

Kenya has been named the fastest-growing internet advertising market in the world, according to PwC’s Africa Entertainment & Media Outlook 2025–2029. The report highlights Kenya’s remarkable rise as a digital powerhouse, forecasting a compound annual growth rate (CAGR) of 16% in internet advertising through 2029 — more than double the global average of 8.4%. This milestone underscores Kenya’s position as a regional leader in digital transformation and reflects the country’s strong mobile-first economy, growing internet penetration, and rapidly evolving advertising landscape.

The report attributes this surge to several factors, including increased smartphone usage, the expansion of affordable mobile internet, and the adoption of data-driven digital marketing strategies. Kenyan advertisers are increasingly shifting budgets away from traditional media such as radio and print to digital platforms that offer precise audience targeting and measurable results. Platforms like Google, Meta, TikTok, and YouTube have become central to brand campaigns, while programmatic advertising and artificial intelligence tools are gaining traction among both corporate and small business advertisers.

Within Kenya’s digital advertising ecosystem, video advertising is showing the fastest momentum, with PwC projecting a 22.3% annual growth rate through 2029. Social media and paid search advertising are also growing rapidly, driven by strong user engagement and the expansion of e-commerce. This transformation is part of a broader shift across Africa’s entertainment and media sectors, where digital revenues are steadily overtaking traditional advertising channels.

Kenya’s success is underpinned by its mobile-first economy, which has made digital engagement a way of life. With mobile subscriptions surpassing the total population and services like M-Pesa deeply embedded in daily commerce, Kenya has built a highly connected ecosystem that integrates mobile payments, social media, and digital marketing. This convergence has created fertile ground for advertisers to reach consumers directly and efficiently, using behavioral insights to tailor content and drive conversions.

PwC estimates that Kenya’s overall entertainment and media industry will grow at a 5.2% CAGR, reaching $5.15 billion by 2029, with internet advertising remaining the dominant growth driver. Comparatively, Nigeria’s digital ad market is forecast to grow by 12.3% and South Africa’s by 7.9%, placing Kenya firmly at the top of Africa’s digital growth rankings. By 2029, digital advertising is expected to account for nearly 64% of Kenya’s total ad spend, signaling a permanent shift toward digital-first marketing.

This momentum not only reinforces Kenya’s reputation as an innovation hub but also aligns with the country’s broader vision for a digitally empowered economy. As the rollout of 5G networks continues and AI-driven advertising tools become more advanced, Kenya’s digital sector is poised to expand even further. The country’s dynamic blend of youth-driven creativity, technological innovation, and entrepreneurial energy positions it at the forefront of Africa’s digital future, shaping the way brands, consumers, and technologies interact in the coming decade.