The integration of the internet with content delivery platforms has dramatically enhanced the consumer experience.
Local content creation and film production have experienced substantial growth on online platforms such as Showmax and YouTube, enabling filmmakers to distribute their work on a global scale and reach larger audiences beyond Kenya.
The internet revolution has also given rise to bundled services that enhance consumer convenience. The appeal of these bundled services lies in their ability to combine internet connectivity with content subscriptions, thereby offering customers seamless experiences and access to a broader array of content.
A key area of growth within Kenya's digital landscape is the rise of homes powered by internet connectivity, especially in urban centers.
This evolution has significantly boosted digital content consumption, allowing households to seamlessly integrate streaming services into their daily entertainment routines.
Bundled services simplify the management of multiple subscriptions or platforms for consumers. This strategic collaboration significantly impacts the promotion of local content, offering enhanced support for the creation and distribution of material that resonates with Kenya's diverse audiences.
Statistics highlight that a majority of individuals in Kenya aged 16 to 64 engage with online video content, as reported in 2023 by Statista.
Music videos accounted for the highest share of views at nearly 63 percent, followed by viral videos, comedies, and memes at 55 percent.
Educational content and how-to tutorials also captured attention, with viewership at 35 percent and 32 percent, respectively, indicating a rising demand for accessible and diverse digital content.
From a revenue standpoint, projections indicate that the streaming market in Kenya is expected to reach $428.700 by 2025, reflecting a compound annual growth rate (CAGR) of 5.68 percent from 2025 to 2029.
However, cost and convenience remain significant considerations for many digital content consumers. This accentuates the importance of bundled services in meeting consumer demands effectively.
The writer is Head of DStv Business & Digital Products Manager at MultiChoice Kenya.
