The report by PwC projects the country’s entertainment sector to hit Sh780 billion by 2030 Kenyan content creators enjoy a wide audince reach through social media and digital publishing platforms, but converting the numbers into sustainable businesses remains a challenge.
A new report by Price Waterhouse Coopers shows that a handful of global technology companies control how content is discovered, distributed and monetised. PwC’s Africa Entertainment and Media Outlook 2026–2030 says the challenge is shifting from simply producing content to owning the commercial relationship with audiences, including intellectual property, customer data and alternative revenue streams.
“Distribution, however, remains concentrated. A relatively small number of platforms continue to shape how content is discovered, how audiences are reached, how advertising is delivered and how creators generate revenue,” PwC said in the report. Despite technology lowering the barriers to content production, that is allowing more creators, publishers, podcasters and independent production companies to enter the market, the line is drawn at commercialization.
However, easier content production does not necessarily translate into greater financial returns for creators, particularly when they depend on third-party platforms to reach audiences and earn advertising revenue. Changes in platform algorithms, monetisation policies and advertising demand can affect reach and earnings, while creators have limited control over the rules governing distribution.
PwC argues that businesses and creators need to develop assets they control, including intellectual property, trusted brands, direct customer relationships, first-party data and multiple routes to market. “The challenge is therefore not simply reaching audiences, but building assets they can control,” the report says.
The experts from PwC note that advertising remains an important source of income for digital content businesses, but dependence on a single platform or revenue stream can leave creators exposed to changes they cannot influence. For creators who rely on platform advertising, revenue depends not only on the size of their audience but also on how their content is distributed, the advertising available to their audience and the terms under which the platform shares earnings.