Kenya’s glory days of morning newspaper reading are fading, new data from the Communications Authority of Kenya (CA) shows. Despite a slight bump in some regions, overall print newspaper readership remains weak compared with radio, television and online platforms, and this could reshape how news publishers invest in the future.
According to the latest Audience Measurement and Industry Trends Report for the first quarter of the 2025/26 financial year, Siaya and Kisumu counties in the Lake Victoria region recorded the highest newspaper readership in the country at 22 per cent. The same rate was also seen in the Lower Eastern region, which includes Kitui and Machakos counties.
In contrast, parts of the Coast had the lowest newspaper reading rates, at just 11 per cent, while North Western Kenya recorded 16 per cent readership. South Nyanza, including Kisii County, performed slightly better, but was still behind the Lake region and Lower Eastern.
Experts say print media continues to feel pressure from digital platforms, where Kenyans increasingly get their news and entertainment. CA’s data shows that smartphone and internet adoption are rising, and many people now use social media platforms, especially Facebook and TikTok, for updates and information.
“Facebook and WhatsApp are the most popular social media platforms in Kenya, followed by TikTok and YouTube in third and fourth place,” the report notes.
Radio and TV still dominate
Even as digital growth accelerates, radio and television remain far more popular than newspapers in Kenya. The CA report shows that a combined 73 per cent of Kenyans use radio and television, with the highest usage seen in Western (84 percent), Lower Eastern (83 per cent), Lake (83 per cent) and Rift Valley (82 per cent) regions.
Television viewership was especially strong in urban areas, with Nairobi at 81 per cent and Upper Eastern at 80 per cent, while Central and the Lake region also recorded high TV consumption.
Internet access is growing fast, too. Nairobi leads with 80 per cent internet usage, followed by North Eastern at 76 per cent, pointing to how smartphones and cheaper data plans are changing media habits.
This dramatic shift is reflected in broader telecom figures from CA, which show that services like fixed broadband and mobile internet have been expanding rapidly. Fixed internet subscriptions rose to 2.29 million, driven by more fibre and wireless connections.
What it mean for newspaper
For traditional newspapers, these figures paint a challenging picture. Even at their best, readership levels in some regions barely crack one in five people. In many parts of Kenya, print audiences are smaller than those engaging with broadcast and online platforms, making it harder for publishers to rely on physical sales.
At the national level, media surveys have shown that newspaper readership has been steadily declining in recent years, with digital substitutes becoming the primary choice for many, especially younger audiences.
As one media analyst puts it, press and publishers must rethink their strategies. Reach readers where they are on phones, laptops and social apps or risk becoming increasingly marginal in Kenya’s fast-changing media landscape.
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