YouTube has emerged as the top digital platform through which Kenyans access news, with 66 per cent of respondents saying they use the platform for news.
According to the newly released Digital News Report 2026 by the Reuters Institute for the Study of Journalism, Facebook followed closely with 63 per cent, while WhatsApp recorded 62 per cent.
The report notes that trust in news remains relatively high in Kenya, with 68 per cent of respondents saying they trust news, although audiences increasingly rely on individual sources rather than media institutions.
The findings paint a picture of a media landscape that is changing rapidly as digital platforms become the main gateway to information while traditional media continue to lose ground.
The report notes that public interest in news remains high despite political tensions, economic challenges and shifts in media ownership that are reshaping how journalism is produced and sustained.
“Trust in news in Kenya is relatively high at 68 per cent, indicating strong confidence in the media environment among the English-speaking sample. However, brand-level trust reveals a slightly more nuanced picture, with audiences differentiating between outlets and placing greater trust in familiar or frequently used brands," reads the report.
At the same time, the report shows that many people are becoming more selective about the news they consume. About 46 per cent of respondents said they sometimes or often avoid news, pointing to growing fatigue even as interest in public affairs remains strong.
Social media has become the centre of Kenya’s news ecosystem, with many people receiving information through feeds, short video clips and forwarded messages instead of visiting news websites directly.
WhatsApp has become one of the most influential platforms for sharing political information, rumours and mobilising people around public issues. The report notes that platforms are no longer just spaces where news is shared but are increasingly places where stories are discussed, interpreted and shaped as events unfold.
Kenya also stands out globally because of the growing influence of creators in the news space. Reuters highlights that many audiences now turn to influencers, activists and digital personalities for news and commentary, especially on social and political issues.
TikTok, which recorded 58 per cent usage for news, has become one of the fastest-growing platforms, particularly among younger audiences. Instagram recorded 42 per cent while X stood at 38 per cent.
The report states that short explainers, satire, livestreams and interviews designed for quick sharing are becoming common ways through which audiences engage with current affairs.
“Rather than replacing traditional journalism, these formats are reshaping how news is consumed and understood," reads the report.
On X, influencers, activists and Spaces hosts continue to shape public conversations by bringing together audiences and offering real-time interpretations of political and social events.
While digital platforms continue to expand their influence, the report emphasised that traditional media remain important sources of information. Citizen TV remains the most widely used offline news brand with a weekly reach of 65 per cent, followed by Daily Nation at 49 per cent, NTV at 36 per cent, The Standard at 35 per cent and KTN at 31 per cent.
In the online category, Tuko.co.ke leads with a weekly reach of 62 per cent, followed by Citizen TV online at 57 per cent, Kenyans.co.ke at 42 per cent and Daily Nation online at 41 per cent.
The report also found that 57 per cent of respondents share news through social media platforms, messaging applications or email, highlighting the growing role of audiences in distributing information.
Despite strong audience engagement, media organisations continue to face financial challenges. According to the report, advertising revenue is increasingly shifting to global technology platforms, leaving local news organisations competing for a smaller share of income.
The report states that delayed government advertising payments, reportedly amounting to about Sh866 million, largely owed to Nation Media Group, Standard Group and Mediamax, have added pressure on newsrooms.
The report observes that, "this has also taken on a political dimension, with some media and press freedom observers suggesting that government advertising and payment delays may be used to exert pressure on outlets that publish critical coverage."
Reuters added that this is happening alongside a shift in government communication strategy, with plans to allocate public funds to social media influencers to promote government initiatives. It says the move highlights the growing importance of platform-based communication in shaping public discourse and influencing public opinion.
Across the industry, the report notes that media houses are experimenting with AI tools in content production, social media management and audience analysis. However, it states that adoption remains uneven due to resource limitations and concerns around accuracy, ethics and job security.
Reuters noted that the findings were based on an online survey conducted among mainly English-speaking online news users in Kenya and should not be viewed as a reflection of the entire population.
According to the report, the respondents largely represented a section of the population that was younger, aged between 18 and 50 years, more educated, more affluent and more likely to live in urban areas compared to the wider Kenyan population.
The institute cautioned that the survey findings are not nationally representative, noting that they reflect the views and media habits of a specific segment of Kenya’s broader and more diverse media market.
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