The Communications Authority of Kenya has released a report detailing significant growth shown in television and online platforms in 2023. The report highlighted a total expenditure of Ksh16 billion, with TV advertising garnering the highest allocation.
The Kenya Media Landscape Report unveiled on Friday, March 15, indicates that online platforms have seen a remarkable 27 per cent growth, rising from 30 per cent in 2019 to 57 per cent in September 2023. Similarly, television surged from 50 per cent to 74 per cent during the same period.
The proliferation of media outlets has been notable from 2015 to 2022, with radio stations increasing from 120 to 228, and TV stations witnessing an exponential rise from 6 to 182.
This surge can be attributed to the digital revolution, with platforms like set-top-boxes and online streaming contributing significantly to the diversification of media channels.
"The transformations in Kenya's media landscape reflect the evolving technological advancements and changing consumer preferences," stated the report compiled by the Communications Authority of Kenya. "The surge in media outlets underscores the dynamic nature of the industry."
While there has been a decline in radio listenership, dropping from over 90% in 2014 to 77% in recent years, TV viewership and online access have more than doubled during the same period.
This shift indicates a dynamic transformation in how Kenyans engage with media, with television and online platforms gaining prominence.
The report also delves into regional disparities in media consumption, highlighting variations in preferences across different areas. Gender and age also play significant roles in media consumption habits, with urban settings showing a higher percentage of TV viewership, while rural areas prefer radio.
Despite shifting trends, radio remains a vital medium for communication, with traditional radio sets and mobile phones being significant platforms for radio listenership. Television viewership primarily occurs through television sets, while social media and internet access are predominantly mobile-driven
However, overall advertising spending has witnessed a decline, attributed to various economic challenges such as government budget cuts and anti-government protests
The report notes, “The total advertising spend was Ksh5 billion in July, Ksh5.3 billion in August and Ksh5.7 billion in September 2023. Compared to the same period last year, the quarterly ad spend has reduced by 19%.”
The expenditure on a combination of TV, radio, and print declined by 15% in July and increased by 5 per cent and 8 per cent respectively in August and September 2023.
