Social Media Overtakes TV and Radio as Kenya’s Leading News Source

Social media emerges as Kenya’s top news source, surpassing television and radio amid rising digital consumption trends and shifting audience behavior in 2025.

Kenya’s media landscape is undergoing one of its most dramatic transformations in decades, according to the latest State of the Media Report 2025, which confirms that social media has officially overtaken television and radio as the leading source of news in the country. The findings highlight a clear shift in how Kenyans access information, consume news, and engage with current affairs in an increasingly digital-first environment.

The report shows that social media now accounts for 27% of news consumption, making it the most dominant platform. Television follows closely at 25%, while radio—once the undisputed leader in Kenyan households—has dropped to 19%. Print media continues to lag behind significantly at 13%, reflecting the ongoing decline of newspapers as a primary source of information in the digital age. The remaining percentage is attributed to online news websites, interpersonal communication such as friends and family, and other emerging digital platforms.

This shift marks a historic turning point in Kenya’s information ecosystem. For years, television stations like Citizen TV, NTV, KTN, and K24, alongside radio giants such as Radio Citizen, Classic 105, and Radio Jambo, dominated the media space. However, the rapid expansion of internet access, smartphone penetration, and affordable mobile data has fundamentally changed how audiences engage with news content. Platforms such as Facebook, WhatsApp, X (formerly Twitter), TikTok, and YouTube have become central hubs for breaking news, entertainment updates, political discussions, and user-generated commentary.

The report attributes the rise of social media largely to its speed, accessibility, and interactive nature. Unlike traditional media, where news is scheduled and curated, social platforms allow information to circulate instantly and without delay. Kenyans are increasingly turning to their phones for real-time updates, especially during breaking news events, political developments, and viral national conversations. This immediacy has made social media particularly appealing to younger audiences, who form the largest demographic of online users in the country.

The Media Council of Kenya (MCK) notes that this shift has been building steadily over the past few years, with social media usage consistently rising while traditional media platforms experience gradual declines in audience reach. Television, although still influential—especially during prime-time news bulletins and major national events—has seen reduced dominance as audiences fragment across multiple digital channels. Radio, which has historically been the most accessible medium across both rural and urban areas, continues to play a significant role but is losing ground among younger, urban, and tech-savvy listeners.

Print media, which includes newspapers and magazines, now accounts for a relatively small share of news consumption. The decline is largely attributed to the cost of print publications, reduced advertising revenue, and the convenience of accessing news digitally. Many newspapers have shifted focus to online editions, but even these struggle to compete with the speed and engagement of social media platforms.

Despite the rise of digital platforms, the report also raises concerns about the spread of misinformation and unverified content. Social media’s open nature means that while it enables free flow of information, it also allows false news, propaganda, and misleading narratives to circulate rapidly. This has created growing challenges for media literacy, trust in information sources, and public confidence in news reporting.

Traditional media institutions, however, still retain an important role in the information ecosystem. Many Kenyans continue to rely on television and radio for verified, structured, and professionally curated news content. These platforms are also widely trusted for their editorial standards and accountability compared to the often unregulated nature of social media.

The report further highlights that Kenya’s media consumption trends reflect broader global patterns, where digital platforms are increasingly replacing traditional broadcasting systems. Countries across Africa, Europe, and the Americas are witnessing similar shifts, driven by technological advancement and changing audience behavior.

In Kenya’s case, the transformation is also closely tied to the country’s youthful population, with a majority of citizens under the age of 35. This demographic is highly active online, consuming content not only for news but also for entertainment, education, and social interaction. As a result, social media has evolved into a multifunctional space where news competes with lifestyle content, influencer commentary, and viral trends.

The implications of this shift are far-reaching for media houses, advertisers, and policymakers. Traditional broadcasters are now under pressure to innovate, digitize their content, and engage audiences across multiple platforms. Many media organizations have already expanded their presence on YouTube, Facebook Live, and digital streaming services in an effort to remain relevant.

Advertisers are also adjusting their strategies, increasingly redirecting budgets from television and print to digital platforms where audience targeting is more precise and measurable. This has further accelerated the decline of traditional media revenue streams.

Ultimately, the State of the Media Report 2025 paints a clear picture of a country in transition. Kenya is no longer a traditional media-dominated society but a hybrid information environment where digital platforms lead, and legacy media adapts to survive. With social media now firmly at the top at 27%, followed by television at 25%, radio at 19%, and print at 13%, the direction of change is unmistakable.

As Kenya moves deeper into the digital age, the challenge will not only be about keeping up with technological change but also ensuring that information remains accurate, credible, and beneficial to the public. The future of news in Kenya is clearly digital—but how responsibly it is consumed and shared will determine its true impact on society.