PwC’s Africa Entertainment & Media Outlook 2026‑2030 projects Kenya’s entertainment and media (E&M) market to grow at a 5.0% compound annual growth rate, reaching roughly US$6 billion by 2030.

The outlook highlights that Kenya is among the world’s fastest‑growing over‑the‑top (OTT) video markets, with a 15.9% CAGR, outpacing the global average of 6.1%.

Video‑focused internet ads are forecast to expand at an 18.2% CAGR, driven by social media platforms and connected‑TV adoption.

Connectivity improvements underpin the sector’s expansion: 5G subscription penetration in Kenya is projected to reach 51.6% by 2030, while fixed‑broadband growth outpaces mobile services.

PwC’s Africa Technology, Media and Telecommunications leader notes that the shift is moving from merely reaching audiences to converting digital participation into commercial value through data‑driven advertising.

The report stresses that while technology creates new connection points, lasting value will depend on understanding the people behind those connections and delivering culturally relevant content.

Artificial intelligence is identified as a tool to broaden the reach of African stories, enabling translation, subtitling and personalised recommendations, but its deployment must respect rights, privacy and transparency.