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Kenya’s Internet market defined by mobile dominance and OTT boom, PwC Report
Kenya’s internet landscape is overwhelmingly mobile-first, with data consumption expected to grow significantly between 2024 and 2029, according to a new report by PricewaterhouseCoopers (PwC).
The PwC Africa Entertainment & Media Outlook 2025–2029 report notes that the market is characterized by a strong mobile internet penetration rate of 48% and a total of over 72 million cellular connections—a figure that already surpasses the nation's population.
This growth is primarily fueled by the rapid expansion of Over-The-Top (OTT) services and a booming internet advertising sector. The trend is supported by increasing 4G coverage, the rollout of 5G services, and the widespread "affordable access to smartphones, laptops and tablets."
While mobile remains dominant, the report notes that Wi-Fi usage is also on the rise. This is being supported by government investments in broadband infrastructure and a strategic focus from providers like Safaricom on 5G-powered fixed Wi-Fi services.
However, traditional fixed-line internet deployment faces significant hurdles. The report states that Kenya’s fixed broadband rollout "faces challenges despite government efforts and funding." As a result, fixed wireless access, rather than physical fiber to the home—is expected to "remain the main fixed broadband method" for Kenyan households and businesses.
This trajectory places Kenya alongside other high-growth African markets like Nigeria and South Africa, both of which are also experiencing surges in data consumption. For comparison, Nigeria is projected to more than triple its data consumption by 2029, while in South Africa, video content already accounts for over 76% of all data usage, driven by platforms like TikTok and Instagram.
