By James Murimi - Reporter
Kenya, 26 November 2025 - Kenya’s media landscape is undergoing rapid and profound transformation, with social media now the dominant source of news among younger audiences, while trust in radio and television, though still moderate, continues to erode.
These are among the key findings of the Annual State of the Media Report 2024, released by the Media Council of Kenya (MCK), which offers a comprehensive snapshot of how Kenyans consume content in an increasingly digital age.
The report reveals that social media usage continues to soar, fuelled by smartphone penetration now exceeding 60%.
Facebook, WhatsApp, and YouTube dominate daily online activity, with Kenyans spending an average of two to three hours each day on news, entertainment and social content – a trend particularly pronounced among urban youth.
A striking feature of this digital shift is the growing role of artificial intelligence in content curation and distribution.
Algorithms on major platforms personalise feeds, while advertisers increasingly use AI for targeted messaging.
Yet the report also highlights rising public concern over data privacy, misinformation and algorithmic manipulation – issues that echo global anxieties.
Despite the digital surge, traditional media retains significant trust, albeit at declining levels.
Radio remains Kenya’s most trusted medium, followed by television and newspapers, owing largely to its reach in rural areas, especially Western and Nyanza regions.
However, perceptions of political bias, ownership influence, sensationalism and misinformation continue to undermine confidence across all platforms.
The report notes strong public belief that political figures exert undue influence over major outlets because of ownership ties.
Television viewership has fallen to 62%, down 14 percentage points from 2023, with most viewers watching for only one to two hours daily.
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Radio listenership has recorded an even sharper drop, from 75% in 2023 to 57% in 2024, as younger audiences migrate to podcasts, music streaming and social media.
Newspaper readership continues its steady decline: only 36.6% of respondents buy print editions, while 18.4% subscribe to digital versions.
High costs and limited accessibility remain the primary barriers.
The 2024 survey was conducted between 6 and 13 May 2025 across all 47 counties, using face-to-face Computer-Assisted Personal Interviews (CAPI).
It sampled 3,602 respondents aged 15 and above, selected through simple random sampling and probability proportional to size.
Launching the report, MCK Chief Executive Officer David Omwoyo said the findings provide a detailed analysis of Kenya’s evolving media ecosystem.
While traditional media still plays an important role, the shift to digital platforms is “gradual but unmistakable”, particularly among the youth.
“The survey shows improved trust in the media and growing awareness of emerging technologies such as artificial intelligence, which is redefining content creation and consumption,” Omwoyo said.
He added that the report exposes the under-utilisation of constitutional provisions on access to public information in public-interest journalism.
As the sector regulator, the Media Council of Kenya will continue engaging journalists, media houses, government agencies, civil society and development partners to strengthen professionalism and protect the credibility of the industry.
The findings, Omwoyo noted, will inform reforms and capacity-building initiatives to ensure Kenya’s media remains trusted, inclusive and resilient.
