Public trust in Kenyan media is showing signs of recovery, even as the industry navigates rapid digital transformation and growing concerns over misinformation.
The State of the Media 2025 Survey Report indicates that 79 per cent of Kenyans now express some or high levels of trust in media, up from 74.5 per cent in previous findings.
The report also highlights a significant improvement in perceptions of fairness, particularly in coverage of government affairs. The proportion of Kenyans who believe media coverage is unfair or biased has dropped sharply from 73.6 per cent to 46 per cent.
This shift suggests that media institutions may be regaining credibility through stronger editorial standards, more balanced reporting, and increased accountability.
However, the report cautions that this recovery is taking place in a complex information environment where social media continues to dominate news consumption. The coexistence of high trust in traditional media and widespread exposure to unverified digital content presents a paradox that could shape the future of journalism in Kenya.
Experts argue that sustaining trust will require continued investment in fact-checking, transparency, and audience engagement, particularly among younger, digitally native populations.
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