Meta platforms – Facebook and Instagram – dominate digital advertising.
Digital spending in Kenya fell to Sh6.08 billion in the three months ended December 2025.
The contraction came even as digital platforms remain central to advertising strategies.
Advertising spending by Kenyan businesses on digital platforms fell 48.3 per cent to Sh6.08 billion in the three months ended December 2025, down from Sh11.76 billion in the previous quarter, signalling a significant pullback by brands.
The performance defied expectations of higher ad spend in the fourth quarter of the year, which is normally associated with increased consumer spending around holidays including Christmas.
