Going by the survey, media revenue in Kenya will overtake Nigeria to deliver just below Sh100 billion ahead of South Africa. The report however shows a shift towards digital channels with revenues coming from movie streaming, digital advertising, gaming, podcasts, data consumption, and virtual reality among others. The media and entertainment has seen a shift in favour of individual influencers who are now competing against established companies for advertising revenues. Powered by high internet and smartphone penetration, Kenya will be a key driver of media industry revenues in Africa. Internet advertising spending on the other hand rose by Sh3 trillion in 2020 to reach Sh3.4trillion, a 9 per cent increase.

Source: The Star July 23, 2021 00:56 UTC