Insights
African audiences are young, mobile-first and spending their attention on short vertical video. For brands, that changes how content is made, how it's distributed and how budgets are spent. Here are the numbers that matter in 2026.
Across the continent, digital advertising is growing fast. Africa's digital ad spend is estimated at USD 4.3 billion in 2026 and projected to reach USD 6.5 billion by 2029, according to ResearchAndMarkets' Africa Digital Ad Spend Databook. The same research highlights localisation and mobile-first video as where competition is heading.
According to the Communications Authority of Kenya, Facebook (29%) and Instagram (28%) take the largest shares of digital ad spending, followed by YouTube (23%) and TikTok (10%) (via The Star). TikTok's audience reach is far ahead of its share of ad spend, which suggests brands are still under-invested in it.
| Market | TikTok users 18+ | Share of adults |
|---|---|---|
| Nigeria | 47.8 million | 38% |
| South Africa | 29.1 million | 65% |
| Kenya | 18.4 million | 56% |
Source: DataReportal Digital 2026 reports (platform ad-reach data, late 2025). Ad reach isn't the same as monthly active users.
The pattern is clear: budgets are leaving traditional media, and audiences are already on short-form platforms. But short-form rewards volume and authenticity. One polished 30-second ad a month doesn't feed an algorithm that favours daily, native-feeling content.
The brands that win on short-form don't make one perfect video. They make one good video travel a hundred different ways.
Katafy clippers post your content across TikTok, Reels and Shorts in local languages. You pay per verified view.
Book a free strategy call →DataReportal's Digital 2026 report counts 18.4 million TikTok users aged 18 and over in Kenya, about 56% of adults, based on TikTok's advertising reach data from late 2025.
Short-form platforms are where large and growing African audiences spend attention. Brands that publish consistently and in local languages can reach audiences that traditional media increasingly misses.
TikTok has the widest adult reach in Kenya, while Facebook and Instagram still take the largest share of ad spend. Most brands benefit from distributing the same clips across TikTok, Reels and Shorts.