The Lower Eastern Times Opening The Third Eye
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In Kenya’s dynamic media landscape, radio remains a cornerstone for both information dissemination and entertainment, maintaining its relevance despite the digital revolution.
The Media Council of Kenya has released its latest report, offering insights into radio listenership trends spanning from 2021 to 2023.
Key findings indicate fluctuations in daily listening habits, with a slight decrease in individuals tuning in for less than 30 minutes, dropping from 10% in 2021 to 9% in 2023.
Conversely, there’s a rise in the number of listeners spending 1-2 hours, although it saw a slight drop in 2023, settling at 18%.
Surprisingly, the percentage of Kenyans abstaining from radio altogether increased from 22% in 2021 to 25% in 2023, hinting at shifting media consumption habits influenced by digital alternatives.
Peak listening times reveal morning slots from 6:00 am to 9:00 am as prime, attracting 33% of listeners in 2023. Evening hours from 7:00 pm to 10:00 pm also witness significant engagement, highlighting the importance of radio during morning and evening routines.
Regarding preferred stations, Radio Citizen and Radio Jambo lead in 2023, with Radio Citizen commanding a robust 22% listener share, closely followed by Radio Jambo at 14%.
Notably, newcomer Radio47 has swiftly climbed, securing a 5% share within just one year of its launch, indicating effective strategies and audience appeal.
