Social media is reshaping Kenya's news landscape as traditional media comes under pressure from digital disruption, delayed state payments, and declining revenues, the Reuters Digital News Report (2026) shows.
The report, covering 48 countries worldwide with a focus on Kenya, Morocco, Nigeria, and South Africa, says trust in news remains relatively strong but is increasingly placed in individual personalities rather than media institutions, a trend referred to as the ‘platformisation’ of news consumption.
“Social media and video networks are now the most widely used sources of news globally, ahead of both TV news and news organisations’ own online properties in terms of the proportion of people using them weekly. News consumption on these platforms is marked by the growing importance of online video and the rise of creators and influencers as part of the news environment. For many audiences, these sources complement rather than replace traditional news, but they are redrawing the format, tone, and accessibility of journalism and the public,” the report says.
In Kenya, traditional media continue to play an important role; however, their position is gradually weakening as fewer people rely on them as their main source of news. Print media remains in long‑term decline, while public‑service broadcasters experience reduced reach.
Television remains widely watched, but its influence is waning as younger audiences turn to short‑form videos, livestreams, and creator‑led content that allows real‑time engagement.
“Social media now sits at the centre of the ecosystem, with many encountering news through feeds, clips, and forwarded content rather than going directly to news brands,” the report attributed to Catherine Gicheru, Director of the Africa Women Journalism Project, and George Nyabuga, Associate Dean and Associate Professor of Media and Journalism at Aga Khan University Graduate School of Media and Communications, adds.
According to the findings, WhatsApp is particularly influential in Kenya, acting as a key channel for circulating political information, rumours, and mobilisation.
TikTok and YouTube are now central entry points to news and current affairs, especially for younger audiences. Their short explainers, satire, livestreams, and interviews, designed for speed and shareability, are increasingly popular.
On X, the influence of creators is especially visible in politics. Influencers, activists, and space hosts operate in ways resembling parallel talk radio, convening audiences, shaping narratives, and amplifying interpretations in real time.
“Platforms are no longer just places where news is shared; they are increasingly where it is discussed, interpreted, and shaped as events unfold. People are not simply consuming information but engaging with it: reacting, sharing, and debating in real time. Kenya stands out globally for the prominence of this creator layer, with many audiences turning to influencers, activists, and digital personalities for news and commentary,” the findings add.
The report notes that platforms are not replacing traditional journalism but are reshaping how news is consumed and understood. “Many Kenyans say they sometimes avoid the news, pointing to a more complex relationship with information, one that mixes engagement with fatigue."
As audiences move to social media, challenges facing traditional media are intensifying despite their retention of some audience trust.
These challenges include financial strain, made worse by the migration of advertising revenues to global digital platforms, leaving domestic outlets competing for a shrinking income base.
This dynamic is unfolding alongside a shift in state communication strategy, with plans to allocate public funds to social media influencers to promote government initiatives, underscoring the growing importance of platform‑based communication in shaping public narratives.
“At the same time, delayed government advertising payments, reportedly amounting to Sh866 million (about $6.7 million), and owed largely to major legacy groups including Nation Media Group (NMG), Standard Group, and Mediamax, have intensified these pressures, constraining newsroom operations and contributing to cost‑cutting and layoffs,” the report notes.
It adds that there are concerns the state could be using this to exert pressure on outlets that publish critical coverage.
Another challenge revolves around the change of ownership at East Africa’s largest media house, Nation Media Group, which the report says ignited debate on editorial independence.
“The acquisition of a controlling stake in NMG in 2026 by Tanzanian businessman Rostam Aziz represents a structural shift. Aziz is a politically connected regional figure with extensive business interests and ties to Tanzania’s ruling party. This does not automatically translate into editorial interference. In fact, Aziz has promised to safeguard the group’s editorial independence while transforming the company for the future. Regardless, concerns abound that the new ownership may reshape the incentives and boundaries within which editorial decisions are made,” the report says.
Technology is also adding another layer of change to Kenya’s media landscape, with the official adoption of ethical AI use in some newsrooms, while others experiment with AI tools in content production, social media optimisation, and audience analytics.
“In 2026, Nation Media Group introduced a formal artificial intelligence policy framework to guide the use of AI across its editorial and business operations, including commitments to transparency where AI is used," the report notes. "While these applications are largely focused on efficiency and distribution, adoption remains uneven, reflecting resource constraints and ongoing concerns about accuracy, ethics, and job security. Taken together, these technological shifts are unfolding alongside deeper structural changes in ownership, revenue, and distribution.”
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