Kenya has emerged as a surprising leader in the digital news landscape, with the second highest percentage of its population using TikTok for news globally. According to the latest Digital News Report 2024 by the Reuters Institute for the Study of Journalism, 36% of Kenyans rely on TikTok for their weekly news fix, a figure only surpassed by Thailand at 39%.
In a year marked by significant geopolitical and economic turbulence, accurate and independent journalism is more crucial than ever. However, the report highlights an increasing reliance on alternative platforms like TikTok for news, driven by shifts in consumer behavior and technological advancements. “Video is becoming a more important source of online news, especially with younger groups,” the report notes, reflecting a broader trend towards short-form content and video consumption.
Globally, the use of traditional social networks like Facebook for news continues to decline, with a notable 4% drop in the past year. In contrast, platforms like YouTube and TikTok have seen a rise in their news usage. “TikTok has overtaken Twitter for the first time,” the report states, underlining the platform’s growing influence, particularly among younger demographics.
This shift is not without its challenges. The report emphasizes concerns about misinformation on these platforms, particularly on TikTok and X (formerly Twitter), which have been hotspots for conspiracies and deepfake content. Despite these issues, the appeal of these platforms continues to grow, especially in the Global South, where social media often plays a more significant role in news dissemination.
In Kenya, this trend is reflective of broader regional dynamics. Countries like Indonesia, South Africa, and Nigeria also show high percentages of TikTok news users, highlighting the platform’s rapid adoption and its potential as a powerful news medium in developing regions.
The report also touches on the economic pressures facing traditional news media, exacerbated by the rise of digital platforms. Many news organizations are struggling with falling advertising revenues and declining traffic from social media, compounded by the strategic shifts of major tech companies like Meta, which have deprioritized news content.
