Unspecified Number of Employees at Kenya's Mediamax to Face Job Terminations in Recent Downsizing Measures
In the vibrant landscape of Kenya's media industry, a significant shift towards digital-first, mobile-centric consumption is underway. This transformation is driven by changing consumer habits, digital disruption, and evolving government regulations.
Over 93% of Kenyans are online and actively using social media across all demographics, making platforms like WhatsApp, Facebook, TikTok, Instagram, and LinkedIn central to digital engagement. Mobile phones have become the primary media device across formats, underscoring a move away from traditional desktop consumption.
The media landscape is highly fragmented, with consumers spreading their attention among short-form videos, talk radio, binge-worthy content, and trusted news sources delivered on multiple digital platforms. Despite digital growth, traditional media such as TV remains highly relevant, retaining over 90% penetration, especially for mass reach and family viewing, while radio maintains strong relevance in rural areas and among Gen X audiences.
Digital marketing and online advertising are booming, with companies increasingly relying on digital marketing agencies to navigate this landscape and engage consumers effectively through social media management, SEO, and pay-per-click campaigns.
Government regulations have also played a role in shaping the industry. Restrictions on live media coverage during politically sensitive events have been implemented, with media houses adapting by expanding coverage through digital platforms like YouTube and social media to maintain real-time public engagement. Trust in traditional media has declined, with many Kenyans, especially younger ones, turning to online news and messaging apps for information.
The future of media in Kenya is hybrid, fast, and mobile-driven, demanding content strategies that reflect multi-platform consumption and digital-first approaches. This transformation poses both opportunities and challenges for media companies, marketers, and policymakers who must align with consumer behaviors to remain relevant and compliant with regulatory environments.
With Kenya’s wider economic growth—projected GDP growth of 5.3% in 2025 supporting increased business activity—the media industry is likely to see continued expansion in digital advertising and content monetization. However, challenges such as delayed settlement of pending bills from both the national and county governments, and the impact of unfavourable conditions on betting and gambling advertising, continue to affect companies like Mediamax Network Limited.
The Kenyan media industry is experiencing a shake-up, with outlets grappling with shrinking ad revenues, growing digital competition, and increasing government pressure. This is evident in recent job cuts at media giants such as Nation Media Group and Standard Group.
Amidst this turbulent landscape, the Moonshot event, scheduled to take place in Lagos on October 15-16, 2024, encourages attendees not to snooze on the opportunity to attend. The event will feature Africa's top founders, creatives, and tech leaders, offering insights into the future of the media industry and beyond.
[1] Digital in Kenya 2022. Hootsuite & We Are Social. [2] State of Digital Marketing in Kenya 2022. Nairobi Wire. [4] The State of Media Freedom in Kenya 2024. Freedom House. [5] Kenya Economic Update, Spring 2025. World Bank.
- In light of the transition towards digital-first media consumption, there's an increasing emphasis on education-and-self-development content that caters to the diverse digital habits of the Kenyan population, presenting fresh opportunities for content creators and digital marketers.
- As sports remains a popular subject across various demographics, general-news platforms that integrate sports coverage alongside trusted news and information stand to gain traction within the evolving media landscape in Kenya.
