Faith Masita
Social media has officially become the leading source of news for Kenyans, overtaking television for the first time, according to the State of the Media Report 2025.
The report shows that 27 percent of Kenyans now get their news from social media, compared to 25 percent who rely on TV—a narrow but significant 2-percentage-point lead that underscores a fast-changing media landscape. Radio follows at 19 percent, while print trails at 13 percent.
“This shift marks a defining moment for the media industry in Kenya, with digital platforms now taking the lead in news consumption,” the report states. “Audiences are increasingly turning to social media for immediacy, accessibility and engagement.”
The findings highlight how widespread smartphone use and affordable internet have accelerated the move toward digital platforms. Social media’s edge over TV—though slim—signals a deeper behavioral change, particularly among younger audiences who prefer real-time updates and interactive content over scheduled broadcasts.
Media analysts say the 2-point gap between social media and television may appear small, but it represents a major disruption in a sector long dominated by traditional outlets. “Even a marginal lead is significant because it shows where the momentum is heading—firmly toward digital,” notes the report.
At the same time, the data reveals a widening gap between digital and legacy platforms. Social media leads radio by 8 percentage points and print by 14 points, emphasizing the growing decline of conventional news formats.
However, the report raises concern over the credibility of information shared online. “While social media has expanded access to news, it also presents serious challenges around misinformation and verification,” it cautions, urging stronger digital literacy and responsible content regulation.
Despite the shift, television and radio remain influential, especially in rural areas where internet penetration is lower. Radio, in particular, continues to serve as a critical source of information due to its affordability and reach.
Overall, the report paints a clear picture: Kenya’s news consumption habits are evolving rapidly, with social media not just competing with—but now surpassing—traditional media as the country’s primary source of information.
