NAIROBI, Kenya – Social media has overtaken traditional platforms like television and radio to become the leading source of news for most Kenyans, according to the latest State of the Media report released by the Media Council of Kenya (MCK).
The 2024 report, which surveyed 3,714 Kenyans across all 47 counties, reveals a profound shift in how the public accesses information—with 37% of respondents now relying on social media for news updates. In comparison, television stands at 32% and radio at 26%.
While TV still remains the most consumed medium overall—primarily for entertainment—its influence appears to be waning when it comes to news consumption.
Online news websites and newspapers trail far behind, cited by only 2% and 1% of respondents respectively as their primary news sources.
The survey, conducted between May 6 and 13 using Computer Assisted Personal Interviewing (CAPI), targeted Kenyans aged 15 and above.
It grouped respondents into eight regional clusters and recorded a 100% response rate, with a ±1.5% margin of error.
Decline in Traditional Media
Although TV is still the most consumed medium on a weekly basis—with 26% of respondents tuning in over the past seven days—it reflects a decline from last year’s 33%.
Social media usage closely follows at 24%, with radio at 23%.
The remaining percentages are split among less frequently used platforms: 11% get news from friends and family, 6% use online news websites, 5% turn to newspapers, and 4% rely on bloggers. Magazines come in at just 1%.
Media Habits: Quantity, Not Just Platform
The report also sheds light on how much time Kenyans spend engaging with different media.
For television, 34% of respondents watch between one to two hours daily, 26% for three to four hours, and 24% for 30 minutes to an hour.
Radio shows a similar pattern, with 28% listening for one to two hours, 24% for three to four hours, and 19% for 30 minutes to one hour each day.
Despite the technological pivot, radio remains a significant player in Kenya’s media ecosystem—especially in rural regions—due to its accessibility and affordability.
