Despite the rapid digitisation of Kenya’s media landscape over the past decade, radio and television remain the primary news sources for many Kenyans. This trend is highlighted in the latest Audience Measurement and Industry Trends report by the Communications Authority of Kenya (CA), which underscores the enduring significance of traditional media in the country’s news and entertainment consumption.
Vibrant Radio Sector
The radio industry in Kenya is particularly vibrant, boasting 159 stations that cater to diverse tastes and preferences. According to the CA’s report, this variety ensures that listeners have numerous options to choose from, reflecting the sector’s robust health. In the fourth quarter of 2023-24, radio listenership was especially high, with 80% of surveyed individuals reporting that they consume media through radio.
This widespread radio listenership spans across various regions, with South Nyanza and Upper Eastern Kenya leading at 86% each, followed closely by the Western and Lake regions at 85% each. Even in Nairobi, a major urban center, 80% of respondents indicated they turn to radio for their media needs. Traditional radio sets continue to be the primary means of listening, though mobile phones now account for about one-third of radio listenership.
Television’s Broad Reach
Television remains an equally significant medium, with 121 stations offering extensive programming that appeals to a wide audience. The switch to digital terrestrial TV in 2015 played a crucial role in expanding television’s reach, especially in rural areas. The increase in vernacular television stations has also been pivotal, enabling broadcasters to connect with new audiences by delivering content in local languages.
In the fourth quarter of 2023-24, 97% of those surveyed listed television as a primary source of media. The Coast region, in particular, reported high levels of television consumption at 86%, reflecting the medium’s stronghold in certain areas.
The Role of Mobile Phones
Mobile phones have become integral to media consumption in Kenya, with 97% of respondents accessing news and entertainment through these devices. Mobile phones facilitate not only radio listenership but also access to social media, which remains a key component of media consumption. The convergence of mobile technology and media has created a more connected and informed populace, though traditional media still maintains a significant presence.
Gender Disparities in Media Access
The CA’s report also sheds light on the gender disparities in media consumption. Men consistently report higher engagement with all media platforms compared to women. In the fourth quarter of 2023-24, 82% of men had engaged with radio in the past week, compared to 72% of women. This trend extends to other media platforms, with 68% of men listing them as preferred sources of information versus 49% of women.
Conclusion
The CA’s Audience Measurement and Industry Trends report underscores the enduring importance of radio and television in Kenya’s media landscape. Despite the rise of digital platforms, traditional media remains deeply embedded in the daily lives of many Kenyans. The vibrant radio sector and extensive television programming continue to cater to diverse audiences, while mobile phones bridge the gap between traditional and digital media consumption. However, the gender gap in media access highlights the need for more inclusive strategies to ensure equitable media consumption across all demographics.
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