Trust in Kenyan media rises while confidence in major outlets drops

Kenyans are slowly regaining trust in the media, but confidence in major media houses is weakening.

According to the 2024 State of the Media Report, overall trust rose significantly.

The number of Kenyans with “some trust” in the media increased from 38.2 percent in 2023 to 51.3 percent in 2024.

"A further 23.2 percent reported “substantial trust.”

However, trust in individual media houses declined sharply.

Royal Media Services, which remains the most trusted, dropped from 74 percent in 2023 to 58.6 percent in 2024. Standard Group and KBC also posted lower trust scores.

The report says audiences appreciate quick dissemination of information and growing media freedom.

In 2024, 30.6 percent praised media freedom, up from 15.8 percent in 2023. Another 24 percent cited fast access to information.

The Council lists four key concerns:

• misinformation and disinformation (20.7 percent)
• insufficient coverage of critical issues (15.5 percent)
• perceived media bias (15 percent)
• excessive gambling adverts (13.9 percent)

One respondent told the researchers that the media “chooses sides.” 

Another said, “There is too much drama and less substance.”

Only 26.6 percent of Kenyans believe the media covers the government fairly.

Kenyans trust television most (65.5 percent), followed by radio (64.5 percent).

Social media pages run by media houses are trusted by 59.4 percent, while MyGov is the least trusted at 50.8 percent.

The Council urges newsrooms to strengthen editorial transparency, deepen fact-checking, and engage audiences more regularly to rebuild credibility.