Television is steadily losing its grip on Kenyan audiences as more viewers shift to digital and on-demand platforms for content consumption.
The State of the Media 2025 Survey Report shows that daily TV viewership has dropped to 57 per cent, marking a six-point decline. The data indicates that nearly half of Kenyans no longer engage with traditional linear television on a daily basis.
Despite the overall decline, prime time remains a critical viewing window, with 73 per cent of viewers tuning in between 7:00 pm and 10:00 pm. This suggests that while audiences are shrinking, appointment viewing habits still hold some relevance.
The shift is being driven by increased access to smartphones, streaming services, and social media platforms that offer more flexible and personalized content experiences.
For broadcasters, the trend presents both a challenge and an opportunity. Traditional programming models are under pressure, while digital extensions, such as live streaming, catch-up services, and social media integration, are becoming essential components of audience retention strategies.
The decline in viewership also has implications for advertising revenue, as brands increasingly follow audiences into digital spaces.
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