Kenya’s Shift to Streaming and Social Media Continues to Hurt Traditional TV
Traditional television operators in Kenya are facing mounting pressure as audiences increasingly shift to streaming platforms and social media for entertainment and news.
Kenyan households are increasingly turning to smartphones and internet platforms for both news and entertainment, adding pressure on traditional television operators already facing falling subscriptions and shrinking employment numbers.
New data from the Kenya National Bureau of Statistics (KNBS) shows employment among cable television operators fell to 398 workers in 2025, down 8.9 percent from the previous year. The decline came as subscription numbers across traditional television platforms dropped sharply.
The figures point to mounting strain on companies that built their business around decoder-based viewing models, including MultiChoice, which operates DStv and GOtv, alongside providers such as Zuku and StarTimes.
According to KNBS, active digital terrestrial television users declined to 932,500 in 2025, representing a 79.4 percent drop. Direct-to-home satellite subscriptions also fell by 57.2 percent to 681,600.
“Employment among Cable TV operators declined by 8.9 percent to 398 in 2025, partly reflecting changing market dynamics as consumers increasingly shifted towards online streaming services,” KNBS said in its annual report.
At the same time, social media platforms have overtaken television and radio as the main source of news for Kenyans. Findings released by the Media Council of Kenya show that 39 percent of news consumption now comes from platforms including Facebook, X and TikTok.
Television accounted for 31 percent of news access, while radio stood at 21 percent.
The movement toward internet-based media consumption has accelerated alongside wider smartphone ownership and stronger broadband coverage. Streaming platforms such as Netflix, YouTube and Showmax have expanded their audience in Kenya by offering mobile access, flexible subscriptions and on-demand viewing.
Telecommunications firms appear to be benefiting from the same trend. KNBS data shows sector revenues rose 10.7 percent to Sh425.5 billion even as new investment spending by operators declined 5.8 percent to Sh66.8 billion.
The growing use of video streaming and social platforms has increased demand for mobile data and home internet connections, strengthening the position of telecom companies as media consumption shifts online.
Traditional broadcasters still retain significant reach. Citizen TV remains the country’s most watched television station, while Radio Citizen leads radio listenership rankings, according to the Media Council report. Daily television reach, however, fell to 57 percent in 2025 from 63 percent a year earlier.
The changes are pushing media and pay-TV firms toward digital distribution strategies as audiences continue moving toward mobile-first viewing habits.
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