A significant transformation is underway in Kenya's media landscape, with social media platforms now emerging as the primary source of news for its citizens. This shift marks a notable departure from traditional media, as new data released by the Media Council of Kenya indicates that platforms such as Facebook, X (formerly Twitter), and TikTok collectively account for 39 percent of news consumption. This figure represents an increase from 37 percent recorded in 2024, highlighting a continuous upward trend in digital news engagement.

Traditional media outlets, once dominant, have seen their share of news consumption decline. Television, which previously held a stronger position, now follows social media at 31 percent. Radio, another long-standing pillar of news dissemination in Kenya, accounts for 21 percent of news consumption. Other sources of information lag considerably behind these major players. Family and friends contribute a mere four percent, online news websites three percent, and newspapers, which historically played a crucial role, now represent just one percent of overall news consumption.

Several key factors are driving this profound change in how Kenyans access their news. The widespread increase in smartphone ownership and usage across the country has made digital platforms more accessible than ever before. Simultaneously, advancements in internet infrastructure have led to faster and more reliable internet speeds, enabling seamless browsing and content consumption on social media. Furthermore, the ability of social media platforms to deliver highly personalized content tailored to individual user preferences has significantly contributed to their growing appeal and engagement.

The impact of this shift is also evident in the reach of traditional media. The daily reach of television, for instance, has experienced a noticeable decline, dropping to 57 percent in 2025 from 63 percent in the preceding year. Despite this overall downward trend for traditional media, certain outlets continue to maintain strong viewership and listenership. Citizen TV remains the most watched television station in Kenya, demonstrating its enduring popularity. Similarly, Radio Citizen holds the top spot in radio listenership, indicating that established brands can still command a significant audience even amidst changing consumption patterns.

This evolving media environment underscores a broader global trend where digital platforms are reshaping how populations consume news and information, making it imperative for traditional media to adapt and innovate to remain relevant in an increasingly digital-first world.