The digital landscape is witnessing a significant shift in consumer behaviour, with nearly half of the population now expressing a willingness to pay for premium content.
A recent study by the Media Council of Kenya, conducted between late October and November 2025, indicates that 48.2% of respondents are open to paying for digital media.
While 51.8% remain hesitant, the growing acceptance of paid models signals a maturing market for content creators and media houses.
Entertainment remains the undisputed king of the digital economy. Music and movies attract the largest share of paying audiences, with 49% of consumers prioritising this category.
News and analysis follow at 21%, suggesting that despite the abundance of free information online, a substantial segment of Kenyans values high-quality, verified reporting enough to pay for it.
The rise of the “creator economy” is also evident, as podcasts and documentaries now command 14% of the paying market, doubling the interest seen in traditional sports content, which sits at 7%.
At the lower end of the spectrum, specialised content continues to struggle for monetisation. Educational material, covering sectors like health and agriculture, attracts 4% of paying users, while religious and business content each account for 3% of the market.
