According to a recent report by Nairobi-based research firm OdipoDev, Kenya’s creator economy generated approximately Sh1.07 billion in payouts to influencers in 2025, primarily from brand-sponsored posts and partnerships.
Top Earners in 2025 Comedian Eric Omondi led the pack with an estimated Sh57 million, followed by:
- Socialite Amber Ray — Sh44 million
- Comedian Dem wa Facebook (Millicent Ayuwa) — around Sh34 million
- Jaymo Decin and Tom Daktari — Sh25 million each
The top 10 influencers collectively earned about Sh296 million from sponsored content.
Other notable names in the top tier reportedly included Pascal Tokodi, Njugush, and extra comedians/lifestyle creators. Earnings were driven mainly by brand deals. Instagram emerged as the most lucrative platform for monetization. This is despite TikTok often generating higher raw viewership. Broader Context this Sh1.07 billion figure reflects only tracked influencer marketing payouts (not the full creative sector, which includes music, film, fashion, etc.). Brands are increasingly shifting advertising budgets to digital creators, especially comedians, whose content performs well in engagement. For perspective, TikTok alone contributed approximately Sh45 million. This contribution through local partnerships reached over 200 Kenyan creators in its first year of formal operations. The growth highlights Kenya’s booming digital content scene, fueled by high smartphone penetration and a young, online-savvy population. Still, monetization remains uneven—top creators capture a large share, while many others earn modestly. Eric Omondi’s personal brand is powerful. He combines comedy with initiatives like Sisi Kwa Sisi. These initiatives blend philanthropy and visibility. Congrats to him and the broader creator community—it’s a solid milestone for Kenya’s digital economy! If you’re a creator or fan, what platform do you think offers the best earning potential in Kenya right now?
