The Pricewaterhousecoopers (PwC) Entertainment & Media (E&A) Outlook report projects that the value of traditional TV and home video will be $430 million (Sh63.25 billion) in 2026.

This will be a growth of $12 million (Sh1.77 billion) from $418 million (Sh61.49 billion) this year.

However, internet advertising is expected to bridge the gap by 2026 to stand at $429 million (Sh63.11 billion).

“While traditional TV and home video will maintain its position as the second-largest segment in Kenya’s E&M market over the forecast period, rapid gains in Internet advertising will mean that, by 2026, the former will be just US$1.2m larger than the latter, paving the way for Internet advertising to overtake this segment in later years,” E&M report shows.

It also predicts that music and radio (Sh21.48 billion) will overtake newspapers and consumer magazines (Sh21.33 billion) in advertising space by 2023.

“Music and radio will overtake newspapers and consumer magazines in 2023, driven by gains in traditional radio advertising revenue,” PwC report states.

“Video games will also overtake newspapers and consumer magazines in the same year,” it adds.

“Despite these shifts, Internet access will remain the largest segment in Kenya’s E&M market across the forecast period.”