NAIROBI — Kenya's fast-growing creator economy is moving deeper into formal business territory, but industry players are warning that weak monetisation infrastructure and uneven support systems could slow its transition into a fully scalable digital industry.
This emerged during the International Creator Day and Click Awards 2026 held at the University of Nairobi, where creators, brands and policymakers gathered to assess the commercial future of a sector increasingly being treated as an economic driver rather than a social media trend.
Organised by technology firm Teki, the event underscored a clear shift: creators are no longer just content producers but emerging micro-enterprises seeking structured revenue systems, brand deals and platform-backed monetisation.
Teki chief executive Martin Muli said the industry is evolving faster than the systems meant to support it.
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"Creators are already building businesses around influence, but the infrastructure for scaling and sustaining those businesses is still catching up," said Muli.
He added that the sector's next phase will depend on how quickly platforms, fintechs and agencies align to reduce fragmentation in payments, distribution and partnerships.
Telecoms operator Safaricom, which sponsored the event, said authenticity and audience understanding would determine which creators are able to convert influence into income at scale.
"The opportunity is there, but long-term earnings will come down to how creators align content with real audience and brand value," said Safaricom Integrated Media Manager Amelia Aganda.
Aganda pointed to Safaricom's Baze platform as part of efforts to deepen direct-to-audience monetisation, amid rising demand for alternative revenue channels beyond social media platforms.
Beyond the celebration, panel discussions reflected growing industry tension around regulation, creator welfare and the lack of standardised monetisation pathways, with stakeholders warning that inconsistent policy frameworks could stall growth.
The awards themselves reflected a maturing ecosystem where creators are being recognised alongside corporates and development partners shaping the digital value chain.
Winners included comedian and activist Eric Omondi (Social Impact), Eddie Butita (Digital Media), and tech creator Nyandia Gachago, alongside corporates such as NCBA Bank Kenya, Jubilee Insurance, Jumia Kenya and Twiva.
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