Social Media Tops as Kenyans’ Main Source of News – Media Council Report
Other traditional and digital platforms such as family and friends (3%), online news websites (2%), and newspapers (1%) significantly lag behind.
Cabinet Secretary for ICT and Digital Economy William Kabogo interacting with media practitioners. Photo/MCK.
By Robert Assad
Social media has emerged as the most popular source of news among Kenyans, according to the 2023/2024 State of the Media Report released by the Media Council of Kenya.
The report reveals that 37% of Kenyans rely on social media platforms as their primary news source. Television follows closely at 31%, while radio stands at 26%.
Other traditional and digital platforms such as family and friends (3%), online news websites (2%), and newspapers (1%) significantly lag behind.
The findings reflect a continuing shift in the country’s media consumption habits, driven by increased internet penetration, smartphone access, and the dynamic nature of social media platforms like Facebook, Twitter (X), WhatsApp, and TikTok.
Regional preferences were also noted in the report. Urban dwellers were more likely to depend on television, citing visual appeal and a variety of content, while radio remained dominant in rural areas due to its accessibility and affordability.
Media experts have raised concerns over the rise of social media as a primary news source, citing the growing challenge of misinformation and lack of regulatory oversight.
However, its immediacy and interactive nature continue to attract a growing audience, especially among younger populations.
“The data shows how fast the digital shift is happening,” said a representative from the Media Council. “It presents both opportunities and serious challenges for content regulation, media literacy, and journalism ethics.”
The report urges stakeholders in the media industry to adapt to the changing landscape by strengthening digital journalism, investing in media education, and ensuring accurate, timely, and verifiable content is available across all platforms.
With only 1% of Kenyans depending on newspapers for news, the findings signal a pressing need for legacy media to re-evaluate their delivery models in an increasingly digital-first environment.
The Media Council emphasized that while platforms are evolving, the role of credible journalism remains critical in informing the public, safeguarding democracy, and promoting accountability.
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