By Victor Bwire
It is no longer an emerging issue in journalistic practice; technology has fundamentally reshaped newsroom operations, for better and for worse, particularly in media production, dissemination, reception, and consumption.
Traditional media production and consumption models have evolved, forcing both industry players and audiences to adapt by integrating technology into their daily routines.
It is now a dual dynamic: both news producers and consumers are competing through creativity and innovation, driven largely by the adoption of digital tools, especially mobile phones and wireless internet, which enable the rapid collection, packaging, and dissemination of information.
Granted, the demands of the marketplace, speed and immediacy mean media houses often have little time to refine content and deliver well-packaged journalism.
Nevertheless, audiences are increasingly resisting the notion of news as merely a product for sale, insisting instead on its role as a public good.
Conservative voices within Kenya’s media sector, who argue that innovation is messy and risky, especially in its early stages, with concerns over job losses and operational restructuring, are now facing significant business losses.
Ignoring digital transformation is no longer tenable, given its profound impact on both production and consumption trends.
It is also important to recognise that the impact of technology on media in Kenya is not uniform.
Outcomes depend on how quickly, effectively, and creatively these tools are deployed.
Quality of use, not mere access, determines their value and the benefits derived.
Equally, audience engagement has been significantly enriched by technology. Consumers are no longer passive; they actively create and share content—earning the label “prosumers”—and in many cases, influence the news agenda itself.
A study by the Media Council of Kenya, released in January 2026—Navigating the Digital Reality: Monetization Challenges and Opportunities for Kenyan Media in the Digital Economy—confirms that digital technologies have fundamentally transformed media production, distribution, and business models globally.
This transformation presents opportunities such as cost efficiencies, expanded audience reach, and new revenue streams, while also introducing challenges, including declining traditional advertising and growing dependence on digital platforms.
The study further reveals that Kenyan newsrooms, both traditional and digital, are adopting innovative monetization strategies.
These include programmatic advertising, sponsored and native content, branded partnerships, subscription and paywall models, mobile payments and donations, affiliate marketing, and events.
While skeptics long doubted whether Kenyan audiences would pay for content, particularly as print media introduced paywalls, the study shows that willingness to pay is conditional.
Audiences are more inclined to pay for exclusive, high-quality, and specialised content, such as investigative journalism, niche analysis, and educational material, as well as for ad-free experiences.
However, price sensitivity remains high, and free alternatives are abundant.
In terms of content access, over 50% of Kenyans surveyed rely on social media platforms (Facebook, X/Twitter, TikTok, Instagram) and streaming services (Netflix, Showmax, Spotify, YouTube), with traditional platforms, news websites, radio, and television playing catch-up.
Notably, entertainment content dominates audience preferences.
However, audiences still turn to news platforms for real-time updates, credible information, personalised recommendations, and opportunities for interaction through user-generated content, as well as for business-related insights.
Access to news is now largely driven by digital devices—led by smartphones, followed by smart TVs, laptops, radios, desktops, and tablets. The dominance of smartphones highlights a clear mobile-first consumption pattern.
Emerging revenue streams span online advertising, sponsored content, subscription and paywall models, mobile payments, and even philanthropy and donations.
Encouragingly, audiences are willing to pay for well-produced, professional, and specialised content—particularly in entertainment (music and films), followed by news and analysis, educational content, podcasts and documentaries, business reporting, sports, and religious programming.
The adage in today’s media landscape appears to hold true: “While professionalism is king, content is queen.”
Audience motivation is driven by quality, exclusivity, support for creators, and the desire for ad-free experiences.
Technology in the media space is here to stay, and embracing it is no longer optional, it is imperative.
At the same time, there is an urgent need for a continental strategy on media regulation and content moderation.
This calls for a coordinated approach to governing digital platforms across Africa.
The African digital content market remains highly fragmented, making it difficult to fully harness its potential for the benefit of citizens.
Regulators in media and communications must recognise the need for a unified continental framework and urgently advise their governments accordingly.
Such an approach should embrace co-regulation, bringing together governments, regulators, academia, civil society, religious groups, and technology experts, to create a balanced, inclusive, and effective digital media ecosystem.
