This archive report was first published on 22 July 2019.
July 22, 2019 - The Kenyan media landscape has undergone a significant transformation since the digital broadcasting migration. According to a report by Reelforge and TIFA Research, the number of TV channels has increased from 9 in 2015 to 68 in 2019, while radio channels have grown from 120 to 173 over the same period.
However, newspaper title numbers have remained static, despite the launch of free distribution and vernacular newspapers. Kenyan dailies recorded a 33% decline in circulation between 2013 and 2018, resulting in a loss of over 35,000 paying readers.
The report also highlights a decline in radio audience share, from 92% in 2017 to 66% in 2019. Meanwhile, TV and online audiences have increased slightly, with TV reaching 50% and online reaching 30% over the same period.
Advertising expenditure has fluctuated between 2014 and 2018, with a record year in 2017 due to election expenditure. Radio remains the largest share of ad spend, but behind the rate card statistics lies a reality of 50-60% discounting, making these figures difficult to read.
The report also notes significant changes in ad spend by industry sector, with betting and gambling increasing from almost nothing in 2014 to 22% in 2018. However, regulation is expected to follow, as the industry's growth has been criticized.
Internet users have risen from 16.4 million in 2014 to 45.7 million in 2018, but the estimated population of Kenya was 50.9 million, casting doubt on the accuracy of this figure. Daily internet users are now the key metric, as they identify those for whom the internet has become essential.
Amongst these internet users, the most popular platforms in 2019 were WhatsApp (82%), Facebook (80%), YouTube (61%), and Instagram (48%). Top internet searches in 2018 included Sportspesa, Kenya, and livescore.
According to a Marketing Society of Kenya survey, 47% of respondents believed that social media was the most successful channel to reach consumers.
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