Facebook continues to dominate Kenya’s social media landscape, maintaining its position as the most widely used platform, according to the latest report by the Communications Authority (CA) of Kenya.
The report on audience measurement and industry trends shows that by the end of December 2024, Facebook accounted for 57.1 percent of users, marking a significant increase in its reach.
WhatsApp, another platform under Meta, ranked second with 54.4 percent, while TikTok secured third place with 29.5 percent, surpassing YouTube, which held 26.2 percent of the digital space. Instagram and X (formerly Twitter) followed at 12.9 percent and 12.2 percent, respectively.
“The frequent mention of Facebook and WhatsApp highlights their widespread usage and influence in Kenya’s digital space. Social media remains a key component of media consumption, primarily accessed through mobile phones,” CA stated.
The findings indicate a ten percent rise in Facebook usage, reinforcing its position as the country’s most popular platform. In the last quarter of 2023, Facebook overtook WhatsApp for the top spot, with 47.5 percent of users compared to WhatsApp’s 47.3 percent.
TikTok has also experienced steady growth, climbing from 17 percent to 29.5 percent, overtaking YouTube as the third most popular platform. YouTube usage has also increased, rising from 18.6 percent in early 2023 to 26.2 percent by the end of 2024.
Instagram has struggled with slow growth, moving from 11.8 percent to 12.9 percent, while X has shown notable improvement, increasing its user base from 7.9 percent to 12.2 percent.
The report underscores the shifting dynamics of Kenya’s social media landscape, with Facebook and WhatsApp maintaining dominance while TikTok continues to rise as a key player in digital engagement.
