Market Insights Advertising & Media Advertising

TV & Video Advertising - Kenya

Kenya

Ad spending in the TV & Video Advertising market in Kenya is forecasted to reach US$205.90m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$174.20m in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$3.46 in 2024.
By 2029, the number of TV Viewers in Kenya is anticipated to reach 54.68m users.
Kenya's TV & Video Advertising market is seeing a surge in digital ad spend, with companies targeting the country's tech-savvy population for increased brand visibility.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Kenya has been experiencing significant growth in recent years.

Customer preferences: Kenyan consumers have shown a growing preference for digital media, including online video streaming platforms and social media. This shift in consumer behavior has led to an increase in digital advertising, as advertisers seek to reach their target audience through these popular channels. Additionally, there is a strong demand for local content, with Kenyan viewers showing a preference for locally produced TV shows and movies. Advertisers are capitalizing on this trend by placing their ads within these popular local programs.

Trends in the market: One of the key trends in the TV & Video Advertising market in Kenya is the rise of mobile advertising. With the increasing penetration of smartphones and affordable data plans, more Kenyans are accessing video content through their mobile devices. Advertisers are recognizing this trend and are investing in mobile advertising to reach the growing mobile audience. Another trend is the integration of advertising within online video content. Advertisers are leveraging popular online video platforms to reach their target audience by placing ads before, during, or after the video content. This provides a seamless viewing experience for users while generating revenue for content creators.

Local special circumstances: Kenya has a vibrant creative industry, with a growing number of local TV shows, movies, and online content creators. This presents a unique opportunity for advertisers to partner with local content creators to reach their target audience. By integrating their ads within local content, advertisers can leverage the popularity and influence of these creators to effectively promote their products or services. Additionally, the Kenyan government has been actively promoting the local film industry, providing incentives and support to attract international productions to the country. This has resulted in increased investment in the production of TV shows and movies, creating more opportunities for advertisers to showcase their brands.

Underlying macroeconomic factors: Kenya has experienced steady economic growth in recent years, which has contributed to the growth of the TV & Video Advertising market. As the economy expands, businesses have more resources to allocate towards advertising, including TV and video advertising. Furthermore, the increasing urbanization and rising middle class in Kenya have led to a larger consumer base with greater purchasing power. Advertisers are keen to tap into this growing market by increasing their advertising efforts. Additionally, the development of infrastructure, such as improved internet connectivity and digital payment systems, has made it easier for advertisers to reach their target audience and measure the effectiveness of their campaigns. In conclusion, the TV & Video Advertising market in Kenya is experiencing growth due to changing customer preferences, such as the increasing popularity of digital media and local content. Advertisers are adapting to these trends by investing in mobile advertising and integrating ads within online video content. The vibrant creative industry and government support for the local film industry provide additional opportunities for advertisers to connect with their target audience. The underlying macroeconomic factors, including steady economic growth and an expanding consumer base, are also contributing to the development of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.