The Kenyan media landscape is undergoing a significant transformation as traditional revenue streams give way to digital-first monetisation strategies.
According to the latest findings from the Media Council of Kenya, advertising remains the undisputed heavyweight of the industry, with 31.1% of organisations relying on it as their primary source of income.
However, the dominance of standard display ads is being challenged by the rise of integrated marketing. Sponsored content has emerged as a powerhouse, accounting for 26.3% of the market share, while branded content adds another 12.4% to the mix.
These figures suggest that media houses are increasingly pivoting toward storytelling and "advertorial" formats to keep audiences engaged in an era of ad-blockers and short attention spans.
The digital evolution is also reflected in the growth of performance-based models. Affiliate marketing now sustains 8.6% of respondents, while mobile payments contribute 7.2%.
Interestingly, despite the global conversation surrounding the "subscription economy," paywalls remain a niche tool in the Kenyan market, utilised by only 2.4% of media outlets.
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