2024年媒体状况调查报告

The State of MediaSurvey Report 2024Presented by : Mr David Omwoyo, MBS, ChiefExecutive Officer and Secretary to the Council,Media Council of Kenya Approach to the survey-MethodologyDates of Fieldwork6thMay 2025 to 13thMay 2025How was the survey conducted?InterviewswereconductedthroughComputerAssistedPersonalInterviewing(CAPI)Universe and Survey sampleThe relevant section of the public that was targeted in the survey(i.e.the universe) was persons who were 15 years old and above at thetime of the survey.The overall survey had a target survey sample size of3,602 respondentsWhat was the margin of error±1.5% at 95% degree of confidenceWhat was the response rate?100% response rateSurvey Geographical CoverageThe survey covered all the 47 counties in the 8 regions and targetedKenyan population aged 15+ years and above.The distribution of thesurvey sample across the 47 counties was proportionately allocated.Data AnalysisData was processed and analyzed using SPSS 18 Sample DistributionRegion2019 CensusPopulation(Millions)Coast4,329,474North Eastern2,490,073Estern6,821,049Central5,482,239Rift Valley12,752,966Western5,021,843Nyanza6,269,579Nairobi4,397,073Total47,564,296 Study Findings-General sources of information1.Televisionremainsthemostconsumedmedium,with26%ofrespondentsreportingconsumingitinthepastweek.Socialmediacloselyfollowsat24%,whileradioaccountsfor23%ofusage.Thesefiguresrepresentadeclinefromthe2023survey,whichindicatedthat33%ofKenyansprimarilyconsumedtelevisioncontent.2.Socialmediahasemergedasthepredominantsourceof newsformostKenyans,indicatingashiftinconsumptionhabitsandtheincreasingprominenceof digitalplatforms.Nevertheless,televisionandradioremaintheto-gotochannelsfornewsdissemination,whereasnewspapers,onlinenewswebsites,andinterpersonalnetworksarecomparativelylessutilizedasprimarynewssources. Study Findings-BROADCAST MEDIA (TELEVISION)34%ofKenyanssaidtheytypicallywatchTVfor1to2hoursaday,26%of respondentswatchTVfor3to4hours,while24%tuneinfor30minutesto1hour.Nearly84%ofKenyansspendunder5hoursadaywatchingtelevision. Study Findings-BROADCAST MEDIA ( RADIO)1.Majorityoftherespondents,accountingfor28%,reportedlisteningtotheradiofor1–2hoursperday.While24%of participantsindicatedtheylistentoradiofor3–4hours.Afurther19%ofrespondentslistentotheradiofor30minutesto1houreachday.2.Radio remains a significant medium for daily engagement amongKenyans,withmostindividualsallocatingbetweenoneandfourhourstoradiolisteninginatypicalday. Study Findings-BROADCAST MEDIA (TELEVISION )q8a: In a typical week, which TV station(s) do you watch?Onviewership Citizen TV dominates 75%of respondents tuning in weekly.NTVisat31%andK24TVat28%.KTNHomeattracts24%ofviewers,whileInooroTViswatchedby 17%of respondents.Compared to 2023,there is signicant change inpercentage.CitizenTVhadasubstantialviewershipof35%inboth.NTVwaspolledat11%ofviewership,KTNHomewith8%whileInoorowasat6%. Study Findings-BROADCAST MEDIA (TELEVISION)CitizenTVNTVKTNHome KTNNewsK24KBCInooroTVTV47RamogiTVMaishaMagicKamemeTVMzalendoTVKassTVMutongoiTVInternationalChannelsSasaTVEbruTVBTV:Rank your most watched TV station?From the respondents,Citizen TV emerged as the most watched TV station at 53%an increase from 35% in 2023survey.InooroTV came is second at 6%, K24 and NTV were tied at 5% with both dropping from 11% and 7% in the lastone year. New entrant into the space was DSTV.2024 Study Findings-BROADCAST MEDIA (RADIO)q11a: In a typical week, which radio stations do you listen to?Radio Citizenis the most listened-to station, with29%of respondents reporting it as their preferred choice. This is followedbyRadioJambo(24%) andRadioMaisha(20%), which also command significant audience shares. Other stations with notablelistenership includeMileleFM(14%),Classic 105 FM(12%),Inooro(11%),Kameme(11%), Radio 47(9%),KISS 100(8%),Hot96(7%), andKassFM(7%). This is a significant positive change compared to 2023 where Radio Citizen led with a 22% share,RadioJambofollowed at 14%, and RadioMaishacame in third at 11%. Study Findings-BROADCAST MEDIA (RADIO)q11b1: Rank your most listened radio station?2024 Which newspapers/publications do you read?202434% of respondents indicated that they read Daily Nation, this is a drop from 2023 survey that indicated 35% of Kenyansread the newspaper. The Standard followed with 20%, this was also a drop by 1% compared thetheprevious year.TaifaLeowas at (11%), Citizen Weekly (9%), and Business Daily (8%), People Daily (5%), The Star (5%), The Nairobian (4%), and MyGov(3%). East African is read by 1% of Kenyans. From the survey most Kenyans purchase the newspaper for News, Politics,MyGov, sports, adverts, betting read opinion pages, educations andpullouts. Study Findings-website & digital platformsRank the most visited news websites?Tukoemergedasthemostpopularnewswebsite,withanotablereadershipof40%in2024comparedto33%recordedin2023.ItisfollowedbyCitizenDigital(20%)andNationAfrica(13%).NationAfrica,Standard.co.ke,andpulselive.co.kehadasignificantpositivec