Kenya’s digital content industry has grown to an estimated value of Sh1.27 trillion (USD9.8 billion), according to a joint study by the Kenya National Bureau of Statistics (KNBS), Baraza Media Lab, PricewaterhouseCoopers (PwC), and UNESCO.
The findings underscore the rising economic importance of digital creators, positioning them alongside traditional sectors as key contributors to Kenya’s economy.
The report highlights the transformative role of digital media, noting that content creation is no longer merely a pastime but a major driver of employment, innovation, and entrepreneurship.
Kenya’s growing prominence in the continental digital space is attributed to the high quality of locally produced content, which has set new benchmarks for excellence across Africa.
The research mirrors a broader global trend in digital entrepreneurship, where creative industries—ranging from podcasts and videos to blogs and social media platforms—are reshaping economic landscapes while fostering innovation and job creation.
This year’s awards mark the 10th anniversary edition of the BAKE Awards, with the competition returning to its traditional January-to-June calendar, following a late-season schedule in 2025.
The theme for the 2026 awards is “The Creator Economy: Turning Content into Capital.” As Kenya’s digital ecosystem matures, the awards aim to spotlight the professionalization of content creation, celebrating creators who have transitioned from hobbyists into sustainable business owners and industry leaders.
Bloggers Association of Kenya (BAKE) Chairperson Kennedy Kachwanya said that by returning to the traditional calendar and adopting the new theme, the organization is emphasizing digital content creation as a viable and powerful economic driver.
He urged digital storytellers across the country to submit their work and continue leading innovation within the sector.
“The initiative aims to showcase and reward creators, encouraging more Kenyans to explore digital content as a legitimate career path that contributes meaningfully to the national economy,” Kachwanya noted.
Kenya’s digital content sector is increasingly being viewed as a strategic growth area, with strong potential to attract investment, enhance skills development, and strengthen the country’s reputation as a leading hub for African digital talent.
The BAKE Awards 2025 feature a total of 24 categories, reflecting the diversity and depth of Kenya’s digital content ecosystem. The categories span a wide range of fields, including technology, photography, creative writing, business, food, environment, fashion, agriculture, education, health, travel, sports, entertainment, lifestyle, beauty, and religion.
They also recognize emerging talent through the New Creator category, corporate-led platforms, county-based storytelling, and niche content under Topical Creator.
The Kenyan Creator of the Year honors the most outstanding overall creator in the country.
