Kenya's Gen Z shift to online platforms as traditional media intake declines - CA report
According to the CA report, online usage among teenagers aged 15-17 years has grown from 13 per cent to 15 per cent, while young adults aged 18-24 years have maintained a strong digital presence at 29-30 per cent.
The digital landscape in the country is rapidly evolving, with Generation Z (GenZ) increasingly turning to online platforms as their primary source of content and engagement.
This has seen increased use of smartphones that have facilitated the growth of social media application use in the country.
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This shift is disrupting the traditional media industry, forcing brands and media houses to rethink their strategies.
Recent data from the Communications Authority of Kenya (CA) highlights this transformation, showing a steady rise in internet usage among teenagers and young adults.
According to the CA report, online usage among teenagers aged 15-17 years has grown from 13 per cent to 15 per cent, while young adults aged 18-24 years have maintained a strong digital presence at 29-30 per cent.
This trend signals a significant move away from conventional media such as radio, television, and newspapers.
The decline of traditional media among Gen Z is driven by the convenience, speed, and interactivity of digital platforms.
Social media apps like TikTok, Instagram, YouTube, Snapchat and X (formerly Twitter) provide instant access to news, entertainment, and financial opportunities, making them more appealing than print newspapers or scheduled TV programming.
“I get all my news, banking, and entertainment straight from my phone. Social media keeps me updated in real time, and I even earn money through TikTok Live. Newspapers and TV are for the older generation that still holds on to traditional ways,” said Timothy Kimani, a University of Nairobi student.
This digital-first mindset is reshaping how brands, advertisers, and media companies engage with the younger audience.
With social media, streaming services, gaming, and mobile-based content dominating their screen time, businesses that fail to adapt risk losing relevance.
Even legacy media houses are shifting online, creating digital editions and streaming content to capture this audience.
Experts predict that as internet access continues to expand, particularly with the rollout of affordable smartphones and improved mobile data services, the reliance on digital content will only intensify.
This evolution presents both challenges and opportunities for the media industry, forcing companies to innovate or risk obsolescence in Kenya’s fast-changing media landscape.
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