A new report by PwC projects Kenya to earn at least Ksh 425.2 billion ($3.3b) within the next five years from internet connectivity driven by increased mobile internet usage.
According to Africa Entertainment and Media Outlook 2025-2029, Kenya’s youthful population coupled with expanding infrastructure such as 4G and 5G network rollout will sustain revenue growth from the current Ksh 342.8 billion ($2.7b) having a compound average growth rate of 4.pc which is the second fastest after Nigeria’s 7.2pc and South Africa 3.3pc.
“Mobile connectivity remains dominant, with over 72m 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. Affordable access to smartphones, laptops and tablets is fuelling growth across device categories,” said PcW in the report.
Official data by the country’s communications regulator indicate that Kenya had 58. million mobile data subscribers while total number of smartphones stood at 43.8 million in a year to June 2025.
As a result, PwC says within the next five years, data consumption will be driven by video content through platforms like TikTok and Instagram, over the top services and internet advertising.
According to the report, Kenya’s entertainment and media industry will register a CAGR of 5.2pc between 2025 and 2029 compared to Nigeria and South Africa’s 7.2pc and 3.5pc respectively.
Total entertainment and media revenue in Kenya is projected to rise to Ksh 664.7 billion ($5.2 b) from the current Ksh 550 billion ($4.3b) with an annual growth rate of 5.2pc.
Majority of revenue will be from mobile and fixed services, internet advertising, traditional TV and video games and e-sports.
“Kenya stands out globally, with its internet advertising market projected to grow at a CAGR of 16%, the fastest globally.”
However, PwC expects emerging regulatory changes and tariffs to affect growth of the entertainment and media over the course of five years.
“At the same time, it remains a fundamental challenge to persuade consumers to allocate a larger portion of their discretionary income to E&M offerings, especially in an environment marked by economic uncertainty and inflationary pressures,” said PwC.
Globally, the firm projects investment on connectivity to exceed $1.3 trillion by 2029.
