By Arnold Ageta
Kenya’s media habits are shifting faster than ever, with social media now emerging as the country’s leading source of news.
This is according to the Media Council of Kenya’s State of the Media Report 2024, which paints a clear picture of how Kenyans—especially the youth—are changing the way they consume information.
The report, based on an analysis across all 47 counties, shows that while television (25.6%) and radio (23.1%) remain important, social media has taken the lead with 24.3% of overall platform consumption.
Even more striking, when Kenyans were asked where they get their news first, social media jumped to 37%, a dramatic rise from just 18% in 2023.
The numbers show a steady decline in traditional broadcasting.
TV viewership fell to 62%—a 14% drop from last year—while radio listenership dropped from 75% in 2023 to 57% this year.
Newspaper readership also continued its downward trend as audiences increasingly prefer online updates and real-time news on social platforms.
These findings mirror global trends as people gravitate toward streaming services, podcasts, and digital content.
“Television remains widely consumed but is slowly losing ground, while social media platforms continue to grow as leading sources of news and entertainment,” the report notes.
Trust in the media
Despite the disruption, trust in the media improved overall.
Awareness of emerging technologies—especially artificial intelligence—also grew, reshaping how audiences interact with news.
Of those who knew about AI in media, 69.3% said AI had improved their experience when accessing or consuming content.
But challenges remain.
The rapid digital transition has fueled concerns about misinformation and disinformation, which respondents identified as the most pressing issue.
The report also pointed out that journalists still underutilize constitutional provisions that allow them access to public information when working on public-interest stories.
The Media Council of Kenya (MCK) says it will use these findings to guide future sector reforms.
CEO David Omwoyo Omwoyo, MBS, emphasized the Council’s commitment to using the report’s insights to drive dialogue, support reforms, and strengthen training and capacity-building initiatives within the media industry.