NAIROBI, May 2026 -Kenya’s media landscape is entering a defining moment as social media emerges as the primary source of news, while television continues to lose daily audience share.
The latest State of the Media 2025 Report by the Media Council of Kenya (MCK), presents a clear picture of how attention is shifting and what this means for communication professionals.
Social Media Rises as Television Declines
The findings show that 39% of Kenyans now rely on social media as their main source of news, widening the gap with television, which remains at 31%.
This movement reflects a deeper behavioural shift in which audiences turn to platforms that offer speed, convenience, and continuous updates throughout the day.
At the same time, television is experiencing a steady decline in daily reach. Viewership dropped from 63% in 2024 to 57% in 2025, and nearly half of the population no longer watches linear television on a typical day. This shift shows that audiences are moving away from fixed schedules and are choosing content that fits their own time and preferences.
The transition is not happening in isolation. Radio listenership has declined to 41%, and print readership has fallen sharply to 13%, reinforcing the pattern of digital platforms expanding while traditional media contracts.
The report notes that digital consumption is now growing at the expense of broadcast and print platforms, marking a permanent shift in how Kenyans engage with information.
Social media continues to strengthen its position through scale and frequency of use. About 74% of Kenyans are active on social platforms, and 44% spend more than three hours daily engaging with content. Platforms such as WhatsApp, Facebook, TikTok, and YouTube are shaping how news is accessed, shared, and interpreted, with video content playing an increasingly central role.
Mobile access is driving this transformation, with 91% of users relying on smartphones to access digital platforms. This shift places speed, format, and accessibility at the centre of modern communication.
Speaking on the findings, the Media Council of Kenya CEO, David Omwoyo, noted that the results reflect a structural change in audience behaviour rather than a temporary trend.
“We are witnessing a realignment in how Kenyans consume information. Digital platforms have moved from being complementary channels to becoming the primary gateway for news and public discourse. This calls for a rethinking of how content is created, distributed, and trusted,” he observed.
What This Means for PR Practitioners
The implications for public relations practitioners are immediate and far-reaching.
1. Visibility has shifted from media placement to digital presence. Traditional media relations alone no longer guarantee reach, and communication strategies must now prioritise discoverability across social media, search platforms, and digital ecosystems.
2. Content must adapt to how audiences consume information. Messages need to be clear, structured, and optimised for mobile and video formats, where engagement is highest. Communication is no longer event-based; it is continuous and shaped by daily interaction.
3. Authority is built through consistency rather than single placements. Brands and institutions must consistently appear in spaces where their target audiences spend time, reinforcing trust through clarity and relevance.
4. Credibility remains critical. While trust in media is improving, concerns around misinformation persist, with false and misleading information ranking among the top public concerns. This places a stronger responsibility on communicators to maintain accuracy and integrity across all platforms.
5. The shift also changes how success is measured. Reach is no longer defined by circulation or broadcast ratings. It is defined by visibility, engagement, and the ability to remain present in ongoing digital conversations.
What emerges from the report is a clear direction. The centre of gravity in communication has moved. Attention now lives on digital platforms, and influence follows attention.
For PR practitioners, the message is direct: The future of public relations will be built on visibility, authority, and the ability to communicate effectively within digital environments where audiences already are.
As Kenya’s media ecosystem continues to evolve, those who align their strategies with this shift will remain visible, relevant, and trusted.
Hezron Ochiel is a Strategic Communications Expert at Kenya Medical Training College (KMTC), and the Founder of Hezron Insights.
