Market Insights Advertising & Media Media

Newspapers & Magazines - Kenya

Kenya

In Kenya, revenue in the Newspapers & Magazines market market is projected to reach US$169.70m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 0.94%, resulting in a projected market volume of US$177.80m by 2029.
The largest market in this market is Print Newspapers & Magazines, which is anticipated to have a market volume of US$127.10m in 2024.
In the Newspapers & Magazines market market in Kenya, the number of readers is expected to amount to 10.7m users by 2029.
User penetration in this market is expected to be at 20.6% in 2024.
The average revenue per user (ARPU) in Kenya is expected to amount to US$13.27.
In a global context, the majority of revenue will be generated the United States, with a projected amount of US$41.08bn in 2024.
In Kenya, the newspaper and magazine sector is increasingly adapting to digital platforms, reflecting the country's growing internet penetration and changing consumer preferences.

Key regions: France, Germany, Asia, United States, China

Market

Region

Region comparison

Currency

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Newspapers & Magazines market, which comprises revenues from physical publications as well as digital replicas (ePapers and eMagazines). The market includes both consumer and advertising spending. 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.