Video podcasts are reshaping Kenya’s media and entertainment landscape, capturing the attention of predominantly young male audiences. According to research by Odipo Dev, popular Kenyan podcasters now outperform traditional broadcasters in average views and engagement. Abel Mutua, for example, achieved 306,500 average views per video in 2024 with just 96 uploads, compared to mainstream outlets like Nation Media posting thousands of videos. The growing appeal of podcasts highlights a shift in media consumption patterns and presents new commercial opportunities for advertisers and investors.
The surge in podcasting has led to increased investments from brands, helping creators overcome high production costs and improve content quality. Mantalk.ke, launched in 2019 by Eli Mwenda and Oscar Koome, exemplifies this trend. Initially self-funded, the podcast now receives support from Spotify and Johnnie Walker, enabling the duo to produce over 250 episodes covering topics like personal finance, fatherhood, and social change. The success of Mantalk.ke demonstrates that video podcasts can serve as both a platform for meaningful discussion and a viable business venture in Kenya’s creative economy.
Podcasts are also proving to be powerful tools for business and mentorship. Professionals like Moses Kemibaro and Mary Wamae leverage podcasting to reach wider audiences and build credibility. TikTok has further expanded reach, particularly for shorter, engaging content, while longer videos find audiences on YouTube. Despite challenges in monetization and production costs, video podcasts are emerging as a sustainable medium for storytelling, education, and entrepreneurship, providing young Kenyan creatives with new opportunities to share knowledge and connect with audiences nationwide.