The most followed radio station in Kenya

In the realm of radio broadcasting, the familiar players continue to hold sway over the airwaves.

Radio Citizen has bolstered its lead since 2022, now commanding 22% of the audience, marking a 4-point increase.

Following closely behind are Radio Jambo (14%), Radio Maisha (11%), Milele FM (6%), and the newcomer Radio47 (5%), which, interestingly, didn’t even exist in 2022, being a venture by the same company behind TV47.

Radio47 has made a splash in the industry, surpassing established giants like Classic 105, Kiss 100, Kameme, and Inooro FM. David Omwoyo, CEO of the Media Council of Kenya, remarked on Radio47’s ascent, stating, “Radio47, a new entrant, has captured 5 percent of the market, indicating they’re doing something right.”

Here’s a snapshot of the radio listenership landscape:

Daily Engagement: A significant portion of respondents tunes in to radio daily, with 25% listening for more than 6 hours.
Peak Listening Times: The morning hours (6 AM to 9 AM) attract the most listeners, capturing 33% of the audience.
Popular Radio Stations: Radio Citizen leads the pack with 22% of the audience, trailed by Radio Jambo and Radio Maisha with 14% and 11%, respectively. Notably, newcomer Radio47 is gaining momentum.
Accessing Radio Content: FM Radio Receivers remain the primary means of accessing radio content, favored by 42% of respondents. Digital platforms and set-top boxes also play a role but to a lesser extent.
Preferences by Region: Rural areas exhibit a stronger preference for radio over urban settings, where TV and digital media hold more sway.
Content Type: News (general, sports, politics, business) and entertainment (music, movies, comedy) are the most consumed types of radio programs.

As for newspaper readership, the landscape is witnessing a shift:

Decline in Readership: There’s been a slight downturn in newspaper readership, with only 26% of respondents indicating they read newspapers weekly in 2023, down from 29% in 2022.
Most Popular Newspapers: Daily Nation remains the top choice, though its readership has dipped to 35% from 42% in 2022. The Standard (21%) and Taifa Leo (14%) follow suit.
Access Modes: While a majority (37%) still prefer purchasing hard copies, online subscriptions and reading at social places like cafes are gaining traction.
Demographic Trends: More males (33%) than females (18%) read newspapers, with urban and peri-urban areas showing higher readership compared to rural areas.
Primary Reasons for Reading Newspapers: News coverage remains the primary driver for purchasing newspapers, followed by interest in politics and sports. Classifieds and advertisements also play a role in attracting readers.

This survey, conducted through Computer Assisted Telephone Interviews (CATI) and Computer Assisted Personal Interviewing (CAPI), drew from a sample size of 3580 respondents.

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