Market Insights Advertising & Media Media

Books - Kenya

Kenya

In Kenya, revenue in the Books market is projected to reach US$20.85m in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of -0.56%, leading to a projected market volume of US$20.27m by 2029.
Within the Books market in Kenya, the number of readers is anticipated to reach 8.4m users by 2029.
User penetration in Kenya's Books market is expected to stand at 14.0% in 2024.
The average revenue per user (ARPU) in this market is expected to amount to US$3.13.
In global terms, the highest revenue will be generated the United States, where it is projected to be US$23,400.00m in 2024.
In the year 2023, a share of 0.0% of users in Kenya is classified as belonging to the high income group.
Additionally, in the year 2023, a share of 0.0% of users in Kenya is aged between 18-24 years-Books market years.
In Kenya, the rising popularity of digital platforms is transforming the Books in the Media market, enhancing access to diverse literary content.

Key regions: France, United States, United Kingdom, Germany, Europe

Market

Region

Region comparison

Currency

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Books market, which covers paid publications in printed form and in the form of digital replicas (eBooks). Revenues from the consumer (of general interest), academic (for educational purposes), and professional (on specialized topics) markets are included here. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) 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 various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.