Meta platforms — Facebook and WhatsApp — remain the most popular social media apps in Kenya but usage slipped in Q2 2024/2025 to 57.1% and 54.4% from 63.9% and 55.8% in the preceding quarter respectively; according to a report by the Communications Authority of Kenya (CA).
- •The popularity of both platforms has been driven by their appeal to all age groups and rural internet users, outpacing other networks that cater to niche audiences.
- •TikTok was the third most popular social media platform in Kenya — especially among younger audiences, retaining a 30% usage in Q1 and Q2 2024/2025.
- •Elon Musk’s platform — X (formerly Twitter) — trailed Instagram and YouTube, with usage dropping from 13.1% in Q1 to 12.2% in Q2.
“Most people access the internet mainly through smartphones, highlighting how important these devices are for connecting people and providing information. As mobile technology improves, it’s essential to make sure everyone has access to smartphones to promote digital inclusion and close the connectivity gaps among different groups,” the CA report noted.
Internet usage in urban areas was higher than in rural areas due to the concentration of high-speed broadband and cellular connections in cities and towns. Moreover, urban residents had better socio-economic resources that enabled them to afford internet connection and associated devices.
In terms of internet accessibility, the North Eastern region beat Nairobi with 83% compared to 79%. Accessibility was low in Western Regions (48%), South Nyanza (49%), and Lower Eastern (50%).
Audiences that consumed online content exclusively rose from 4.1% to 4.2% across the two quarters of 2024/2025. Those who consumed online content alongside other media — TV and Radio — declined from 21.2% in Q1 to 20.7% in Q2.
“A growing number of Kenyans, especially younger audiences, are turning to digital platforms and social media for news, entertainment, and information. This reduces the audience base for traditional media, impacting their reach and advertising potential,” the report said.
Despite its growth, Kenya’s digital media ecosystem faces hurdles. Misinformation remains a major concern, with social media amplifying the spread of fake news. Regulatory uncertainties, particularly around data privacy and content moderation, add another layer of complexity. Additionally, high mobile data costs continue to limit access for lower-income consumers.