Kenya’s digital content industry has grown to an estimated Sh1.27 trillion, positioning creators as major contributors to the economy alongside traditional sectors.
This milestone was highlighted at the launch of the Bloggers Association of Kenya (BAKE) Awards 2026 in Nairobi, underscoring the sector’s role in shaping culture, business, and innovation.
BAKE Awards: From 2025 Success to 2026 Vision
The 2025 BAKE Awards gala celebrated the best of Kenyan digital creativity, honouring winners across more than twenty categories.
For the first time, the Creator of the Year title was shared, with agricultural YouTube star Sarah Njoroge and the popular JoyRide Podcast tying for the top honour. Other standout winners included Tech Trends(Technology), Beyond the Trails Kenya (Environment), Nairobi Lifestyle (Lifestyle and New Creator), Pepeta (Sports), and Healthwise (Public Health).
Launching the 2026 edition, BAKE chairman Kennedy Kachwanya emphasised the professionalisation of content creation:
“We are no longer looking at digital media only as a pastime. It is an industry that’s creating jobs, driving innovation, and establishing Kenya as a continental leader in digital entrepreneurship.”
Mobile‑First Entertainment Surge
Kenya’s digital momentum is reinforced by rapid mobile adoption. Smartphone penetration hit 83.5 per cent by mid‑2025, with faster 4G and 5G networks reshaping how audiences consume content.
According to the PwC Africa Entertainment and Media Outlook 2025-2029, Kenya now leads Africa’s mobile‑first entertainment growth surge, with internet advertising projected to grow at a 16% CAGR, the fastest globally.
By 2029, 64% of Kenya’s ad spend will be digital, reflecting a major shift away from traditional media.
Digital Content as a Job Creator
Insights from KIPPRA highlight how digital content creation is becoming a critical avenue for youth employment. A 2022 Geopoll survey found that 27% of young Kenyans have engaged in digital content creation, with around 15% relying on it as their primary income source. Platforms like YouTube, TikTok, and Instagram offer monetisation opportunities through ads, sponsorships, and product placements.
KIPPRA notes that the low entry barrier makes digital content creation accessible to youth across urban and rural areas. However, challenges remain, including limited internet access in rural regions, geo‑restricted monetisation features, and market saturation. Addressing these gaps through initiatives like the Kenya Digital Superhighway Project and comprehensive policy frameworks could unlock even greater employment potential.
Economic and Cultural Impact
The digital economy is projected to contribute 9.24% of Kenya’s GDP in 2026, supported by a booming e‑commerce market expected to surpass Sh1 trillion. Beyond numbers, Kenya’s rich cultural diversity offers unique opportunities for creators to monetise heritage content, attract global audiences, and foster cultural tourism.
Rising Challenges Beneath the Growth
Despite optimism, risks remain. Cybercrime incidents surged to 4.5 billion in Q2 2025, targeting critical sectors like government, finance, and healthcare. In 2023 alone, cybercrime cost the Kenyan economy $83 million, with businesses spending an average of $4.35 million each to recover.
State of the Internet in Kenya 2020–2024: Progress, Challenges, and Digital Rights Under Pressure
Balancing Opportunity and Security
Kenya’s digital content industry is reshaping culture, business, and media, offering unprecedented opportunities for creators and communities.
The BAKE Awards 2026 serve as both a celebration of creativity and a reminder of the industry’s growing influence. By honouring diverse voices and recognising professionalisation, the awards reinforce Kenya’s position as a continental leader in digital entrepreneurship, mobile‑first entertainment, and youth‑driven job creation.
