Do Kenyans pay for digital content? What respondents said in a survey

The push toward digital subscriptions in Kenya faces a significant hurdle, as more than half of the population still prefers free access over paid models.

Data from a recent Media Council of Kenya survey reveals a nearly even split in consumer behaviour, with 54.2% of respondents confirming they do not pay for digital content. This majority refusal to pay is attributed to several structural and economic factors.

High on the list is the availability of free alternatives, which makes the transition to subscription-based news and entertainment difficult for many.

Affordability also remains a major barrier, with many users weighing the cost of content against essential daily expenses.

Additionally, a segment of the audience continues to perceive digital content as having low value, choosing instead to rely on social media or broadcast platforms for their daily information needs.

However, the tide may be shifting among younger demographics. The study identifies a "notable minority" of 45.8% who have embraced paid digital models. This group is most active among Kenyans aged between 25 and 34, a cohort that is typically more tech-savvy and accustomed to global streaming and subscription services.