Social media has become the primary source of news for audiences in Kenya, surpassing both television and radio for the first time, according to newly released data from the Media Council of Kenya.
The report found that 39 percent of news consumption in Kenya now comes from social media platforms including Facebook, X, and TikTok, up from 37 percent in 2024. Television followed at 31 percent, while radio accounted for 21 percent of overall news consumption.
Other information sources remain significantly smaller contributors, with family and friends accounting for 4 percent, online news websites 3 percent, and newspapers just 1 percent.
The findings reflect an accelerating digital shift in Kenya’s media landscape, driven largely by rising smartphone penetration, improved internet connectivity, and growing demand for personalized and on-demand content.
The report also noted a decline in television’s daily reach, which dropped to 57 percent in 2025 from 63 percent the previous year, suggesting traditional broadcasters are facing increased pressure to adapt to changing audience habits.
Despite the broader decline in traditional platforms, legacy broadcasters continue to maintain strong brand influence. Citizen TV remains Kenya’s most-watched television station, while Radio Citizen continues to lead national radio listenership.
For radio broadcasters, the report highlights both a challenge and an opportunity. While radio’s share of news consumption has declined relative to digital platforms, it remains an important medium, particularly for commuters, rural audiences, and real-time local information.
Industry analysts say the shift toward social platforms is reshaping how news organizations distribute content, engage audiences, and compete for advertising revenue. Many broadcasters are increasingly integrating radio and television content with digital-first strategies, including livestreaming, podcasts, and short-form video content.
The Kenyan trend mirrors broader global patterns in which social media platforms are becoming central gateways to news consumption, especially among younger audiences. However, the transition also raises concerns around misinformation, platform regulation, and the declining role of traditional gatekeepers in public information ecosystems.
As audience behavior continues to evolve, Kenya’s broadcasters and radio operators are under growing pressure to strengthen their digital presence while preserving the credibility and reach that traditional media has historically provided.