Social media becomes Kenya’s top news source as traditional media loses ground

Social media has overtaken television and radio as Kenya’s main source of news, according to the State of the Media Report 2024 by the Media Council of Kenya.

The national survey, conducted between May 6 and May 13, 2024, shows a sharp shift in how Kenyans access information.

The report says 37 percent of Kenyans now rely on social media for news, compared to 25.6 percent for television and 23.1 percent for radio. In 2023, only 18 percent cited social media as their primary source.

MCK attributes the shift to younger audiences who prefer fast, interactive, and personalised content.

“Younger generations are clearly redefining Kenya’s information ecosystem,” the report notes.

“Digital platforms offer immediacy and flexibility that traditional media struggles to match.”

WhatsApp is Kenya’s most used platform at 20.3 percent, followed by Facebook at 19.6 percent and TikTok at 14.4 percent.

The report warns that misinformation remains Kenya’s biggest media problem for the third year running.

In 2024, 20.7 percent of respondents said misinformation was their top concern, up from 14 percent last year.

“Audiences are exposed to unverified content that spreads faster than factual reporting,” the Council says.

Television viewership dropped from 76 percent in 2023 to 62 percent in 2024.

Radio listenership fell from 75 percent to 57 percent over the same period.

Citizen TV remains the most watched, though its share dropped from 60 percent to 53.3 percent.

Radio Citizen, Radio Jambo and Radio Maisha maintain dominance on radio.

The Council recommends stronger fact-checking, digital innovation and more audience engagement to help traditional media stay relevant.