What content are people willing to pay for in Kenya

According to the Media Council of Kenya’s February 2026 report, Navigating the Digital Reality, there is a clear hierarchy in the types of digital content for which Kenyan audiences are willing to pay.

Entertainment, encompassing movies and music, dominates the landscape as the most sought-after category, with 38.9% of respondents expressing a willingness to spend on this content.

News and analysis follow at a distant second with 14.2%, closely trailed by educational material—such as health and agriculture information—at 13.7%.

Other niche areas also show potential for monetisation, including podcasts or documentaries at 8.5%, business content at 5.5%, sports at 5.2%, and religious content at 4.1%.

Interestingly, nearly 10% of the population remains firmly unwilling to pay for any form of digital content.

For those who are open to subscriptions, the primary drivers for payment are the desire for high-quality production and exclusive access to information.

This suggests that while entertainment remains the primary revenue driver, there is a significant opportunity for media houses to capture value by providing premium, specialised content that distinguishes itself from the influx of free information on social media.