Kenyan content creators have pushed back against recent reports suggesting that top influencers in the country are earning millions from social media, describing the figures as exaggerated and far removed from their actual incomes.
The debate comes just days after a widely circulated 2026 report claimed that Kenya’s creator economy has grown into a multi-billion-shilling industry, reportedly surpassing Sh 1 billion, with some of the country’s top digital personalities allegedly earning tens of millions annually.
However, several creators named in the discussions have publicly dismissed the claims, sparking renewed conversation about the gap between perceived online success and real earnings in the digital economy.
Content creator Tom Daktari was among the first to respond, strongly denying reports that he earned over Sh 25 million from social media.
He dismissed the figure as unrealistic, joking that when he saw the amount, he initially thought it referred to his age rather than income.
Another prominent creator, Dem Wa Facebook, also denied claims that she earned Sh 35 million in 2025.
She said the reported figure did not match her lived reality, pointing out that she has struggled with everyday expenses and even basic upgrades such as purchasing a high-end smartphone, the Iphone -17
The controversy intensified after reports circulated suggesting that several Kenyan influencers, including comedian Eric Omondi and media personality Amber Ray, were earning millions annually from content creation.
These figures have been widely shared online but have not been independently verified by the individuals named, and have now been challenged by peers within the industry.
While platforms such as Facebook, TikTok, and YouTube do offer monetisation programs, payouts vary significantly depending on region, audience demographics, and advertiser demand.
Some creators have claimed that even videos with millions of views generate relatively low direct revenue, particularly in African markets where ad rates are lower compared to Europe or North America.
Beyond low payouts, creators are also facing increasing operational costs, including production, editing, and marketing expenses.
The introduction of a 5% withholding tax on digital content earnings in late 2025 has further impacted net income, according to industry discussions.
Many creators say this has reduced take-home earnings, making it harder to rely solely on platform monetisation as a stable income source.
Despite the popularity of viral content, many Kenyan creators rely heavily on brand partnerships, sponsorships, and live event appearances rather than direct platform payments.
Being widely followed or trending does not necessarily translate into financial success, especially in markets where monetisation infrastructure is still developing.
