Kenyan firms reduced their spending on online advertising in the last quarter of 2025, reflecting a shift in marketing priorities despite the period usually attracting higher promotional activity linked to festive season demand.
Between October and December 2025, businesses spent Sh6.08 billion on digital adverts, a sharp drop from Sh11.76 billion recorded in the previous quarter. The figures show a notable slowdown in ad investment at a time when brands often increase visibility to tap into holiday-driven consumer spending.
The decline came even as digital channels continue to play a key role in marketing, with companies maintaining presence across online news platforms, video-sharing sites such as YouTube, and social media networks including Facebook. Advertisers still rely on these platforms to reach audiences, though at a reduced overall budget.
Fresh data indicates that advertising activity remains concentrated on a few major platforms, especially those owned by Meta. Facebook and Instagram together accounted for 65 per cent of total digital ad spending during the period under review.
Facebook alone captured 43 per cent of the total spend, while Instagram followed with 22 per cent, showing continued reliance on the two platforms by advertisers operating in Kenya’s online space.
“Digital advertising spend is heavily concentrated on Meta platforms, which together account for over three-fifths of total digital investment, confirming their position as the most preferred channels among advertisers,” notes the Communications Authority of Kenya (CA).
The concentration points to limited spread across other digital channels, as brands continue to prioritize platforms that offer wide reach and measurable audience engagement.
Audience usage trends also mirror this pattern, with Facebook and WhatsApp remaining the most widely used social platforms in the country. Facebook records a penetration rate of 69.9 per cent, while WhatsApp stands at 56 per cent.
Other platforms such as TikTok and YouTube are also gaining traction, particularly among younger users and audiences that prefer video content. TikTok has a penetration rate of 29.7 per cent, while YouTube stands at 26.6 per cent, indicating steady growth in their user base.
“Facebook and WhatsApp emerge as the most widely used social media platforms in Kenya, with TikTok and YouTube following closely behind,” notes the CA.
Globally, major technology companies continue to dominate online advertising, benefiting from large user networks, targeted advertising tools, and access to user data that supports precise ad placement.
