Accessibility is the leading factor influencing platform selection among Kenyans seeking news, entertainment and other content, according to a Media Council of Kenya report.
The survey shows that 49 per cent of respondents prioritise accessibility when choosing a platform.
Real-time updates follow at 32 per cent, highlighting the growing demand for instant information.
Personalised recommendations account for 7 per cent, while 6 per cent of respondents consider credibility of sources as their main factor.
User-generated content influences 3 per cent of users. A smaller proportion cited specific interests, with 1 per cent selecting platforms to access Citizen TV content and another 1 per cent indicating business-related reasons.
The findings are contained in the Media Council of Kenya report titled Navigating the Digital Reality.
The survey was conducted between October 17, 2025 and November 23, 2025.
The report sheds light on evolving audience preferences in Kenya’s rapidly changing digital media landscape.
