Meta platforms have solidified an iron grip on Kenya’s digital advertising market, capturing nearly four-fifths of all digital investment.
According to the latest Audience Measurement and Industry Trends Report released in January 2026, Facebook remains the undisputed titan of the industry, commanding a massive 43% of total ad spend.
Instagram follows as a strong secondary channel, securing 22% of the budget, further cementing Meta’s position as the preferred choice for Kenyan advertisers looking to reach connected audiences.
Outside the Meta ecosystem, ad networks represent a significant portion of the pie at 15%, while Twitter (X) maintains a respectable presence with 12% of the market share.
Surprisingly, video-centric platforms occupy the lower rungs of the spending ladder during this period. YouTube accounts for just 3% of the digital ad money, while TikTok, despite its high cultural visibility, sits at the bottom with a mere 0.2% of the investment.
The data for the second quarter of the 2025/2026 financial year—covering October to December 2025—reveals a highly concentrated market.
For businesses operating in Kenya, the strategy appears clear: prioritize social networking environments where user engagement is highest.
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