GeoPoll Kenya’s 2025 Media Landscape Report, powered by the TuuCho digital research platform, highlights a profound shift in Kenyan media consumption toward digital-first behavior. The COVID-19 pandemic accelerated this transition, pushing education, work, commerce, and social interaction online. Today, 93% of Kenyans—across genders, generations, and urban-rural divides—regularly access the internet, signaling that digital media is no longer niche but mainstream. Social media dominates daily life, with platforms like WhatsApp, Facebook, and TikTok central to politics, brand engagement, community building, and entertainment. Nearly 28% of users spend 4–6+ hours daily on social channels, reflecting the medium’s deep integration into everyday routines.
Despite digital dominance, traditional media remain relevant but are increasingly hybrid. Radio reaches 73% of Kenyans, particularly in rural areas and among Gen X, with half tuning in via online streaming or mobile apps. Television still attracts 90% of Kenyans, though 39% now watch via mobile or laptop, with content preferences including news, entertainment, and sports. Subscription video-on-demand (SVOD) platforms like Netflix and Showmax are reshaping viewing habits, particularly for younger generations, while newspapers, podcasts, and magazines maintain smaller but loyal audiences.
The report emphasizes the fluidity of Kenyan media consumption: audiences seamlessly navigate multiple platforms depending on content, context, and mood. GeoPoll’s snapshot confirms that Kenya’s digital elites concept is fading, replaced by near-universal connectivity and media literacy. Brands, marketers, and policymakers that adapt to this multi-channel, mobile-first environment will be better positioned to engage audiences meaningfully. While the dataset of 1,471 respondents is preliminary, it provides valuable insight into Kenya’s evolving media ecosystem and sets the stage for more granular analysis in future reports. Overall, the findings underscore Kenya’s emergence as a digitally empowered society where online engagement is both pervasive and enduring.