Social media overtakes mainstream media as main news source for Kenyans – Report

Social Media/ Courtesy

A growing number of Kenyans are now turning to social media as their main source of news, reflecting a wider global shift in how audiences access information, a new digital report shows.

Findings from the DataReportal Digital 2026 Mid-Year Global Update Report indicate that 30.1 per cent of internet users globally now rely on social media as their primary source of news, underscoring the rising influence of digital platforms over traditional outlets such as television, radio and newspapers.

The global figures are mirrored by patterns emerging locally. Kenya’s digital space has expanded rapidly in recent years, with millions of users now accessing information through mobile devices.

According to DataReportal’s Kenya update, the country has more than 26 million internet users, with a significant share active on social media platforms.

This widespread access has created an environment where news is increasingly consumed online rather than through scheduled broadcasts or print editions.

The shift becomes clearer when compared with traditional media. Data from the Reuters Institute for the Study of Journalism shows that in several countries, including the United States, 54 per cent of audiences now get news via social media compared to about 50 per cent who rely on television.

A decade ago, television dominated, with well over 70 per cent of audiences depending on it as their main source of news. The balance has steadily tilted as digital platforms gained ground.

“Social media platforms are central to communication and information access,” the DataReportal report notes, pointing to their growing role beyond social interaction.

In Kenya’s fast-paced digital environment, news now often appears first on social media before reaching traditional platforms.

From road accidents and political developments to weather alerts and public announcements, updates are shared in real time through posts, short videos and live streams.

Digital-first pages and independent creators have built strong followings by delivering quick updates in formats that are easy to consume.

Some Kenyan online pages focused on current affairs and trending news have amassed hundreds of thousands, and in some cases millions, of followers across platforms, with engagement driven by frequent updates, short clips and simplified storytelling.

Their appeal lies partly in style. Much of the content blends information with entertainment, making it more relatable and easier to digest, particularly for younger audiences.

Stories are often presented in a conversational tone, sometimes with humour or dramatic framing, which increases shareability and interaction.

The reach of such content is amplified by growing internet access. The DataReportal global update shows that 6.12 billion people are now online, representing 73.8 per cent of the world’s population. With such scale, social media platforms have become one of the fastest ways to distribute information.

This connectivity explains the speed advantage. A single post can reach thousands or even millions of users within minutes through shares and reposts, far outpacing traditional broadcast cycles and print distribution.

The report shows that users are spending more time within these platforms, making them natural spaces for news consumption. Globally, people spend an average of more than two hours daily on social media, increasing the likelihood of encountering news while scrolling.

“News discovery is increasingly happening on social feeds,” the report notes, highlighting the role of algorithms in curating content for users.

This shift means audiences no longer need to actively search for news. Instead, news is delivered alongside entertainment and social updates, creating a continuous flow of information.

Globally, the trend is already pronounced as most audiences in some markets now access news via social platforms, marking a significant departure from earlier years when television and radio dominated.

The shift is being driven largely by younger audiences, who have grown up with digital technology. Many are introduced to smartphones and internet access at an early age, shaping their habits from the start. For this generation, social media is not an alternative to traditional media but the default.

A decade ago, access to news was often tied to scheduled programming. Audiences would tune in at specific times to watch bulletins, often staying on the same channels for entertainment programmes that followed.

Today, the same content, from news clips to full programmes, is readily available on social platforms, often reshared multiple times and accessible on demand.

Globally, users aged between 18 and 24 are among the most active online, spending the most time on social media and driving trends in digital consumption. Their high engagement increases exposure to news content shared on these platforms.

Video has become a key format in this transition. Short clips, live updates and visual storytelling dominate engagement, particularly on mobile devices.

These formats allow users to consume information quickly and move on, fitting into fast-paced digital habits.

At the same time, social media has changed how people interact with news. Unlike traditional platforms, where audiences largely consume information passively, social media enables users to comment, share and react instantly.

However, the shift has also introduced challenges, the rise of citizen-generated content means that not all information circulating online is verified.

In many cases, content is published quickly to attract views and engagement, sometimes at the expense of accuracy.

This has raised concerns about misinformation, especially during breaking news events when unverified reports can spread widely before being corrected.

Despite these concerns, the growth of social media as a news source continues to accelerate.

DataReportal shows that the number of social media users has increased from about 2.07 billion in 2015 to approximately 5.79 billion in 2026, reflecting rapid global expansion.

This growth has strengthened the role of platforms as major channels for information distribution.

For Kenyan media houses, the shift presents both challenges and opportunities, while they face competition from digital-first creators, social media also offers a powerful channel to reach wider audiences and distribute content more quickly.

As internet access continues to expand across Kenya, including in rural areas, the influence of social media on how people access and engage with news is expected to grow further.

The shift from traditional platforms to digital spaces is gradual but unmistakable. Social media has moved beyond social interaction to become a central pillar of news consumption, both globally and within Kenya.