Kenyans are increasingly turning to their phones for news, with social media now taking the lead over traditional platforms like TV and radio, new findings show.
A 2025 State of the Media report by the Media Council of Kenya paints a clear picture of a country whose news habits are shifting fast, driven largely by digital access and changing audience behaviour.
According to the report, 39 per cent of Kenyans now get their news from social media platforms such as Facebook, X and TikTok. This is a slight increase from 37 per cent recorded in 2024. Television comes in second at 31 per cent, while radio trails at 21 per cent.
Other sources play a much smaller role. Only four per cent rely on friends and family for updates, three per cent turn to news websites, and just one per cent still read newspapers.
The Council notes that this shift is not random. It is being driven by widespread smartphone use, faster internet, and the ease of accessing personalised content online. Many Kenyans now prefer quick updates they can scroll through rather than waiting for scheduled bulletins.
“Digital consumption is no longer growing alongside broadcast; it is growing at its expense,” the report states.
The numbers also show how traditional media is losing ground. Daily television reach dropped from 63 per cent in 2024 to 57 per cent in 2025. Radio has also declined, with fewer people depending on it as their main news source compared to the previous year.
Even so, TV and radio are far from irrelevant. Citizen TV remains the most watched station in the country, commanding a 56 per cent audience share, while Radio Citizen continues to lead in listenership.
74 per cent use social media
The report also highlights how deeply social media is now embedded in daily life. About 74 per cent of Kenyans actively use social platforms, mostly through mobile devices, and many spend several hours a day online.
Platforms like WhatsApp, Facebook, Instagram, YouTube and TikTok dominate how news is shared and consumed, especially among younger audiences who prefer real-time updates and interactive content.
But this shift comes with concerns. The same report flags misinformation as a growing problem, with 28 per cent of respondents saying false or misleading content is their biggest worry. Many users also struggle to tell the difference between genuine news and manipulated or AI-generated content.
Interestingly, artificial intelligence is also entering the news space. The survey found that 27 per cent of Kenyans regularly use AI platforms to access news, while 34 per cent use them occasionally.
Despite the rise of digital platforms, trust in traditional media remains relatively strong. Many Kenyans still see established media houses as more reliable, even as they increasingly consume news elsewhere.
Overall, the findings point to a media industry in transition. Kenyans are not necessarily abandoning TV and radio completely—but they are clearly choosing faster, more accessible ways to stay informed.
Leave a comment