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Traditional TV is losing its daily grip, with viewership dropping from 63% to 57% in 2025 as audiences pivot to on-demand digital platforms. In response, Kenya’s Over-The-Top (OTT) streaming market is booming, projected to grow at a staggering 11.2% CAGR , supported by widespread smartphone use and the integration of mobile money (M-Pesa).

Kenya's entertainment and media content industry is thriving, driven by a talented and creative population, a growing appetite for local content, and increased access to digital technology. While there are challenges to be addressed, the industry has significant potential for growth and innovation, and is poised to become a major contributor to the country's economy and cultural identity.

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The cornerstone of Kenya’s media success is its film and television industry, affectionately known as "Riverwood." Named after the bustling River Road in Nairobi where many production houses are based, this sector has democratized filmmaking. Unlike the past, where high costs barred entry, affordable digital technology has allowed local filmmakers to produce movies and TV series that resonate deeply with local audiences. Streaming platforms like Showmax and Netflix have further catapulted Kenyan content onto the global stage. Acclaimed series such as Rafiki and the gritty crime drama Crime and Justice have demonstrated that Kenyan narratives possess the universal appeal and production quality necessary to compete internationally.

The year’s biggest anthem was “Aki Sioni” by Njerae , which outperformed both local and global competition to become the most-streamed song. Toxic Lyrikali emerged as a standout artist, with tracks like Chinje and Backbencher earning him recognition as Kenya’s most-discovered artist on Spotify. Groups like Watendawili also recorded four songs among the top local streamed tracks. Legendary group Sauti Sol continued to dominate, claiming second place among Kenya’s most-streamed artists despite their split, while Bien-Aimé Baraza’s solo album was crowned the most-streamed Kenyan album of the year. Traditional TV is losing its daily grip, with

Kenya is a global leader in digital engagement, with citizens spending an average of on social media—one of the highest rates worldwide. Platform Rankings (2024):

Over-the-top (OTT) streaming is the next frontier. The segment is estimated to grow at an 11.2% CAGR—the fastest in Africa . Showmax recently overtook Netflix as the most-used streaming service on the continent, offering affordable mobile-only plans starting from KES 200 . Netflix continues to invest in original local productions. While there are challenges to be addressed, the

: The ubiquity of mobile money allows creators to monetize their content easily through direct fan support, paywalls, and digital ticket sales.

A critical driver for the "Arbantone" music movement and street-style content creation.