Sunday, April 14, 2024

Kenyans Radio Consumption Declining as TV and Online Boom

Radio and TV consumption study in kenya
Picture by Budgeron Bach: Pexels

Unsurprisingly, Radio consumption in Kenya is in decline. In line with a Kenya Media Panorama Report, within the final decade, radio has misplaced 13% of it’s viewers. Whereas it’s nonetheless dominating the media panorama, the share tuning in to radio is now solely 77% of Kenyans. That is down from 90% in 2014.

How Kenyans interact with media has considerably modified within the final decade. The report from the communications Authority of Kenya signifies TV viewership and on-line entry have greater than doubled since 2014. Print media has taken an enormous hit and is now consumed by solely 7% of the nation. TV viewers jumped from 46% to 74%. On-line media consumption additionally grew by 30% within the referenced interval from 27% to 57%.

Kenyans normal want to combine their media sources. 22.6% of the inhabitants eat a mixture of Radio+TV+On-line. Solely 28% of the inhabitants eat just one media. Regardless of the expansion in web entry solely 4.3% of Kenyans rely solely on on-line media.

From CA Survey

Cell phones are proving to be necessary for every type of media. 30% of Kenyans radio consumption is through cellphones. One other 9% watch their TV stations of alternative through telephones. The largest share in fact goes to social media. 96% of Kenyans entry social media through cellular. Laptops and desktop units play a job too. 12% of the nation use the units to entry social media

Whereas on-line entry of media is rising, nearly 1% of Kenyans entry the totally different media through on-line streaming. This 1% was related for TV, Radio and social media streams. This reveals this sector continues to be nascent within the nation.

Extra Radio Stations

For radio, it’s price noting that whereas share of listeners is declining the variety of radio stations is rising. The depend for radio stations surged from 120 to 228 between 2015 to 2023. TV stations numbers additionally grew from 6 to 182. The expansion in TV numbers was attributed to the migration from analogue to digital broadcast.

Although not lined within the report, a leap in TV viewership might be attributed to rising variety of reasonably priced Chinese language manufacturers out there in the course of the interval studied. Secondly, authorities electrification efforts particularly below the Final Mile Connectivity Program (LCMP). As of 2018, this system had achieved 73% nationwide connectivity on the highway to Common Entry for everybody. The challenge acquired more funding this 12 months.

Web entry has additionally improved in the identical interval. The variety of ISPs has elevated since 2014. About 1.2 million Kenyans have Mounted Information and Broadband Subscriptions. The value of cellular knowledge has lowered considerably. Moreover, the variety of Kenyans with Sensible telephones has grown and most mobile broadband subscriptions make the most of 4G know-how.

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