By George Ndeto
The creator economy in Kenya is currently at the center of a heated debate following the release of a report by Nairobi-based data firm OdipoDev, detailing the staggering estimated earnings of the country’s top influencers in 2025.
The report claims that Kenya’s top 10 influencers collectively raked in Ksh. 296 million over the past year, contributing to a total industry payout of approximately Ksh. 1.07 billion. According to the data, Eric Omondi and Amber Ray lead the pack, earning an estimated Ksh. 57 million and Ksh. 44 million respectively.
However, the figures have been met with swift backlash from skeptics and industry insiders who argue that the data presents an “inflated” and “exaggerated” narrative of the digital landscape. Critics contend that while top-tier creators secure high-value deals, the figures being pushed by government spokesperson Dennis Itumbi do not reflect the reality for the average creator in a market defined by saturation and tightening brand budgets.
The viral star of the rankings, Millicent Ayuwa (popularly known as Dem Wa FB), reacted to her third-place ranking—which placed her earnings at Ksh. 35 million—with a mixture of amusement and disbelief. Taking to social media to address the viral list, she jokingly questioned the currency, and the lifestyle shift such a windfall would imply.
Her reaction has resonated with many who believe the report serves more as a tool for political optics than an honest assessment of the digital economy. Analysts pointing to the OdipoDev data noted that Instagram remains the primary revenue driver, converting roughly 40.8% of views into paid content, whereas TikTok lags at 12.2% despite its massive viral reach.
Despite the impressive charts, the consensus among many on the ground remains cautious. Detractors argue that overstating earnings risks creating unrealistic expectations and misinforming the public about the financial stability of content creation. They maintain that while the hard work of creators is meaningful, the industry should be promoted through verified facts rather than “hype” that may not align with actual bank balances and brand contracts.
As the debate intensifies, the contrast between the billion-shilling “paper” industry and the “mtura base” reality continues to highlight the complexities of Kenya’s rapidly evolving digital frontier.
