Meta platforms have established a dominant hold in Kenya’s digital advertising landscape, accounting for approximately 80% of all digital spending.
Based on the recent Audience Measurement and Industry Trends Report published in January 2026, Facebook continues to reign supreme in the sector, controlling a substantial 43% of total advertising expenditure.
Instagram emerges as a prominent alternative platform, capturing 22% of the advertising allocation, which further reinforces Meta’s status as the favored option for Kenyan businesses targeting connected consumers.
Beyond Meta’s sphere, advertising networks constitute a notable 15% segment, while Twitter (X) sustains a considerable presence with 12% of the market.
Unexpectedly, video-focused platforms occupy the lower echelons of spending distribution. YouTube represents only 3% of digital advertising funds, whereas TikTok, despite its significant cultural impact, occupies the lowest position with just 0.2% of the investment.
Information from the second quarter of the 2025/2026 fiscal yearspanning October through December 2025indicates a highly centralized marketplace.
For enterprises functioning within Kenya, the approach seems evident: concentrate on social networking spaces where user interaction is most intensive.