More Kenyans are now using social media as a primary source of news than any other media, although television and radio remain prominent sources of news, according to the State of Media Survey 2024 by the Media Council of Kenya (MCK).
- •33% of the respondents said they treat social media as their primary source of news, followed by television (31%) and radio (26%) and then social networks-family, friends, and colleagues-before digital media and newspapers.
- •Television consumption dropped to 26% in 2024 from 33% the previous year, while radio now accounts for 23% of news access.
- •The data illustrates a deepening crisis for traditional outlets, as social media platforms continue to surge, albeit with shifting preferences, ending the golden era of the captive audience.
“Social media has emerged as the predominant source of news for most Kenyans, indicating a shift in consumption habits and the increasing prominence of digital platforms,” the report said.
The overall survey had a target survey sample size of 3, 602 respondents, aged 15 years and above, from 47 counties. Social media usage in Kenya saw some shifts in 2024, with WhatsApp plunging to 20% last year from 22% in 2023. Facebook usage rose marginally to about 20%, YouTube slipped to 12% from 14%, and Instagram usage also fell from 11% to 8%. TikTok and LinkedIn usage held steady at 14% and 2% respectively, while Messenger, Telegram, X, and Snapchat recorded minor increases.
Despite the digital din, 31% of Kenyans spend at least three hours glued to these platforms. This proves that while usage of the apps may change, the national pastime of scrolling remains a deeply rooted ritual.
The Trust Question
Only 23% of Kenyans say they have a lot of trust in the media, while 25% report little or no trust at all. About 66% of respondents said they trust television, followed closely by radio at 65%, while trust in social media sources trails at 60%. The survey also determined that 59% of Kenyans trust newspapers and social media handles of legacy media, with 53% trusting other online news websites. Interestingly, trust in the government paper — My Gov — recorded the lowest trust level at 51%.
About 73% of respondents believe the media does not cover the government fairly, a sentiment consistent across gender and geographic lines. Perceptions of bias, misinformation, and inadequate coverage of key issues topped public concerns, alongside complaints about excessive advertising and limited diversity in content.
Citizen TV remains the dominant broadcaster, watched weekly by 75% of respondents, with 53% ranking it as their top TV channel. On radio, Radio Citizen leads with 29% of listeners, followed by Radio Jambo at 24% and Radio Maisha at 20%. Yet even these leaders operate in a landscape marked by rising fragmentation and shifting loyalty.
The report also notes that 39% of Kenyans are aware of artificial intelligence features in media platforms, and 46% report using AI-enabled apps at least occasionally.
