Nairobi — Kenya's digital media sector is witnessing unprecedented growth in 2025, driven by rapid advancements in mobile technology and rising social media engagement. This shift is reshaping advertising strategies, unlocking new opportunities for brands while raising regulatory and inclusivity concerns.
Speaking at the 9th Edition of the Digital Media Festival & Awards Show 2025 in Nairobi, Go Gaga Experiential & Digital Media Co-Founder Muthoni Mumo said digital transformation is sweeping across multiple industries.
"The digital media landscape in Kenya in 2025 is characterized by a strong rebound in social media growth, with millions of new users joining platforms this year," Muthoni said. "Mobile penetration has reached 83.5%, with high adoption of 4G and emerging 5G networks driving transformation across sectors such as fintech, health, and e-commerce."
She noted that while traditional media--including TV and radio--continues to command wide reach, social media is now a primary news source, particularly among younger audiences. Platforms such as TikTok, Facebook, and Instagram are recording significant traction as advertisers embrace targeted, mobile-first strategies.
Follow us on WhatsApp | LinkedIn for the latest headlines
"After a slowdown in 2024, Kenya's social media saw a remarkable rebound in 2025, with platforms like TikTok, Facebook, and Instagram witnessing increased engagement for business, networking, and civic purposes," she added.
Rising smartphone usage continues to deepen digital engagement, with mobile broadband penetration hitting 83.5% by mid-2025. The shift to faster 4G and 5G networks is also influencing content consumption habits and prompting advertisers to prioritise video, AI-powered campaigns, and performance-driven digital placements.
"Digital advertising is rapidly gaining market share from traditional media such as TV, print, and radio," Muthoni said. "Brands are leveraging AI, video content, and social platforms for better ROI and more precise targeting. While TV remains dominant in reach, social media is now the go-to source for news among the youth, who spend substantial time online daily."
Awards Showcase Industry Talent and Innovation
The Digital Media Festival and Awards Show will be held on December 11, 2025, at The Tamarind Hotel Grounds, Lang'ata Road, celebrating excellence across Content, Media, Publisher, Digital, Youth, and Grand Prix categories.
This year's event will feature keynotes, masterclasses, and panel discussions led by industry experts including:
Sign up for free AllAfrica Newsletters
Get the latest in African news delivered straight to your inbox
- Preetesh Sewraj, CEO of Loeries
- Stella Rose Mwangi, AdTech Business Developer, Eskimi
- Nelly Ndonye, Regional Director, Turn Left Media
- Ryan Mule, Products & Marketing, Samsung Electronics East Africa
- Zipporah Ndungu, Senior Brand Manager, Mainstream Spirits, EABL
The festival has partnered with leading local and international brands such as EABL, Royal Media Services, Loeries, Eskimi, Samsung, Turn Left Media, and Razco (Lyons).
Spotlight on Emerging Talent
The DMA Awards Show will also honour outstanding students from the University of Nairobi, ADMI, Daystar University, USIU, and other institutions. Notable nominees include Abigael Ndirangu, Amani Mugambi, Emmanuel Nyambolo, Lewis Karurua, and Peninah Njambi.
"In an interconnected world, our work in digital media has the power to shape opinions, promote positive change, and foster a global community that transcends borders," Muthoni said.
The Young Creative Awards will celebrate exceptional young storytellers such as Buluma David, Robinson Mwangi, Allan Kioko, Angela Chepkwony, and Joel Omolo, highlighting the growing depth of Kenya's creative talent.
