Kenya’s digital Media landscape experiences remarkable growth in 2025

Kenya’s digital media sector is experiencing unprecedented growth in 2025, driven by rapid advancements in mobile technology and rising social media engagement.

This momentum is reshaping advertising strategies and creating new business opportunities, even as it raises fresh regulatory and inclusivity questions.

Speaking at the 9th Edition of The Digital Media Festival & Awards Show 2025 in Nairobi, Go Gaga Experiential & Digital Media Co-Founder Muthoni Mumo underscored the sector’s ongoing transformation across industries.

“The Digital Media Landscape in Kenya in 2025 is characterised by a strong rebound in social media growth, with millions of new users joining platforms this year,” Muthoni said. “Mobile penetration has reached 83.5%, with widespread 4G use and emerging 5G networks powering digital transformation in fintech, health, e-commerce, and more.”

She noted that while traditional media such as TV and radio continue to enjoy broad reach, social media has become the go-to source of news—particularly for younger audiences. Platforms like TikTok continue to rise sharply alongside Facebook and Instagram as brands pivot toward targeted, mobile-first advertising strategies.

“After a slowdown in 2024, Kenya’s social media ecosystem registered a remarkable rebound in 2025,” she added. “TikTok, Facebook, and Instagram have all seen increased engagement for business, networking, and civic participation.”

This year also saw a significant jump in mobile broadband usage, with smartphone penetration hitting 83.5% by mid-2025. The transition to faster 4G and 5G networks is reshaping content consumption patterns and accelerating the shift toward digital advertising.

“Digital advertising is rapidly gaining market share from TV, print, and radio,” Muthoni said. “Brands are increasingly relying on AI, video content, and social platforms for better ROI and more precise targeting. TV still maintains dominant reach, but social media is now the primary news source for young people who spend much of their time online.”

The Digital Media Awards (DMA) Festival and Awards Show 2025, set for 11 December at The Tamarind Hotel Grounds on Langata Road, will celebrate excellence in categories spanning Content, Media, Publisher, Digital, Youth, and the Grand Prix.

This year’s festival will feature keynote sessions, masterclasses, and panel discussions with leading industry figures including Preetesh Sewraj (CEO, Loeries), Stella Rose Mwangi (AdTech Business Developer, Eskimi), Nelly Ndonye (Regional Director, Turn Left Media), Ryan Mule (Products & Marketing, Samsung Electronics East Africa), and Zipporah Ndungu (Senior Brand Manager, Mainstream Spirits, EABL), among others.

The DMA Festival & Awards Show has partnered with both local and international brands such as EABL, Royal Media Services, Loeries, Eskimi, Samsung, Turn Left Media, and Razco (Lyons).

A key highlight will be the Student Awards, which spotlight emerging talent from the University of Nairobi, ADMI, Daystar University, USIU, and other institutions. Nominees include Abigael Ndirangu, Amani Mugambi, Emmanuel Nyambolo, Lewis Karurua, Peninah Njambi, and others.

“In an interconnected world, our work in digital media has the power to shape opinions, promote positive change, and foster a global community that transcends borders,” Muthoni remarked.

The Young Creative Awards category will also celebrate Kenya’s rising storytellers, including Buluma David, Robinson Mwangi, Allan Kioko, Angela Chepkwony, and Joel Omolo, reflecting the vibrant promise of the country’s creative future.