Kenya has officially joined the ranks of fully digitally connected nations, according to a new GeoPoll study that paints a striking picture of the country’s rapidly evolving media habits. The report shows that 93 percent of Kenyans now access the internet regularly, with no significant gender or generational gap in usage. This trend is no longer confined to urban centres or elite circles — even rural communities are now firmly online.
For the first time, men and women are equally represented in internet use, both standing at 93 percent. The generational divide is similarly negligible: 91 percent of Gen Z, 95 percent of Millennials, and 96 percent of Gen X report regular internet access. This digital reach means that Kenya is no longer a society of “digital elites” — internet access is now a mainstream reality.
Social media has emerged as the dominant platform in this landscape, used by a vast majority of the population. The report notes that 93 percent of Kenyans are active on social media platforms, with equal representation among men and women, and similar levels across all age groups. While platforms such as WhatsApp, Facebook and TikTok are the most popular, it is how these platforms are being used that tells a more compelling story.
Social media in Kenya has transcended its traditional purpose. It is where politics is debated, relationships are formed, protests are mobilised, and products are discovered and reviewed. WhatsApp, in particular, has evolved into more than just a messaging app — it is now a tool for business engagement, community organisation, and widespread information sharing. Facebook remains influential for family-oriented and community-based interactions, while TikTok continues its meteoric rise, particularly among Gen Z users who are using the platform to shape trends and redefine digital culture.
GeoPoll characterises Kenyan internet activity through five broad categories: Search, Sport, Social, Streaming (including adult content and binge-watching services), and Stories — referring not only to narrative formats but also to the vertical video content popularised by apps like Instagram and TikTok. This model captures the multifaceted roles the internet plays in Kenyan life — from education and identity to entertainment and emotional connection.
Despite the digital surge, traditional media continues to hold its ground — albeit in evolving forms. Radio remains a resilient medium, with 73 percent of respondents still tuning in. It remains particularly strong among older generations, with 79 percent of Gen X still listening, and in rural areas where radio is often a low-cost, accessible information source. The way Kenyans access radio, however, is changing. Half still use traditional radios or car stereos, while 45 percent now stream radio via mobile apps or online platforms. Talk shows, music, and news dominate radio content.
Television, too, retains its relevance, with 90 percent of Kenyans reporting that they watch TV. While half still watch on traditional sets, a growing number are shifting to digital platforms, with 24 percent using mobile devices and 15 percent turning to laptops. News remains the most watched content category at 52 percent, followed by entertainment and sports. Shared viewing is still common — 61 percent of respondents say they watch TV with family or children, reinforcing television’s cultural role. However, video-on-demand platforms such as Netflix, Showmax, YouTube, and TikTok are steadily chipping away at traditional TV’s dominance, particularly among younger audiences who prefer personalised, mobile-friendly content.
What emerges most clearly from the report is that Kenyans are no longer confined to a single medium or mode of engagement. Today’s media consumer is multi-channel, moving fluidly between platforms depending on content type, time of day, and mood. While social media usage stands at around 95 percent, television follows closely at 90 percent, with radio at 73 percent, streaming services at 50 percent, and music streaming at 45 percent. Traditional formats such as newspapers (25 percent), podcasts (20 percent), and magazines (10 percent) still feature in the media mix, though with reduced influence.
GeoPoll’s research, drawn from a nationally representative sample of 1,471 respondents, offers a compelling snapshot of a society that is not merely adapting to digital life, but fully immersed in it. The final report, expected later this year, will offer deeper insights, but the current findings are already clear: Kenya is now a digital-first media market. For brands, policymakers, and content creators, this marks a crucial turning point.
The media playbook in Kenya has been rewritten. The question is no longer who is online, but how they are using that connectivity — and how the rest of the world is responding.
