Social media has emerged as the leading source of news for most Kenyans, marking a notable shift in media consumption habits, according to the 2024 State of the Media Report by the Media Council of Kenya (MCK).
The survey, conducted between May 6 and 13, 2025, used Computer Assisted Personal Interviewing (CAPI) methods and engaged 3,714 respondents aged 15 and above across all 47 counties. It had a margin of error of ±1.5 per cent and a 100 per cent response rate.
Findings show that 37 per cent of Kenyans rely on social media for their news updates. Television follows at 32 per cent, while radio is the primary source for 26 per cent. Only 2 per cent of respondents rely on online news websites, and just 1 per cent read newspapers for news. Another 3 per cent get updates from friends and family.
While social media leads in news sourcing, television remains the most consumed medium overall. Twenty-six per cent of respondents said they had watched TV in the past week, compared to 24 per cent who used social media and 23 per cent who listened to radio.
This reflects a shift from 2023, when 33 per cent of Kenyans primarily consumed television content, indicating a steady decline in TV dominance.
When it comes to time spent on media, 34 per cent of Kenyans said they watch TV for 1–2 hours daily. Another 26 per cent watch for 3–4 hours, while 24 per cent spend 30 minutes to an hour in front of the screen.
Radio remains a key daily medium, with 28 per cent listening for 1–2 hours, 24 per cent for 3–4 hours, and 19 per cent for 30 minutes to an hour each day.
The report paints a picture of evolving media habits, driven by growing digital access and changing audience preferences—particularly among young people.
