The survey, which sampled over 2,000 Kenyans, underscores a shifting consumer preference from traditional text-based news to short-form video content. Nigeria follows closely behind with 92 percent of its population consuming similar content, highlighting a regional trend towards multimedia news consumption.
Despite uncertainties surrounding its future due to government calls for its ban, TikTok remains a prominent source of news for Kenyans, with 36 percent of respondents reporting its use for news consumption—a notable increase from previous years. This trend is particularly pronounced among younger demographics, with 23 percent of 18–24-year-olds relying on TikTok for news.
In response to concerns about explicit content on TikTok, the government has advised against an outright ban, instead advocating for stricter regulatory oversight. This approach reflects a growing recognition of the platform’s influence and the need for balanced measures to address content-related challenges.
While online video news consumption continues to rise in popularity, there are concerns about the proliferation of misinformation and the erosion of credibility. However, with proper oversight and regulation, online video platforms can play a vital role in delivering news to diverse audiences, particularly in regions like Kenya where digital media consumption is rapidly evolving.
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