Kenya’s social media scene has seen both incredible growth and dramatic slow pace. This is according to the Digital 2025 Local Country Headlines Report by Datareportal reveals that shows that in 2024, active social media users in Kenya grew by 15.9 per cent, a drop from the 38.2 per cent recorded in 2023.
The number of active social media users in Kenya grew at a slower pace of 15.9 percent in 2024, compared to a 38.2 percent jump recorded during the previous year, new data shows, pointing an edging towards saturation in the country’s uptake.
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As of February of this year, the country had witnessed an addition of 2.1 million new social media accounts bringing the total number to 15.1 million compared to 3.6 million accounts added the previoys year.
Despite a slow social media growth in Kenya, some reports show a sharp rise in the number of internet users. The Communications Authority of Kenya (CA) in its Audience Measurement and Industry Trends report, for example, says as of December 2024, Facebook remained the most popular social media platform, with 57.1 per cent of users.
WhatsApp follows at 54.4 per cent, with TikTok and YouTube at 29.5 per cent and 26.2 per cent, respectively. Instagram and X (formerly Twitter) have also recorded popularity rates of 12.9 per cent and 12.2 per cent, as per CA.
“The frequent mention of Facebook and WhatsApp shows how widely they are used and how influential they are in Kenya’s digital space,” CA says.
