Facebook continues to reign as Kenya’s most widely used social media platform, with its user base growing steadily. According to the latest report from the Communications Authority (CA) of Kenya on audience measurement and digital trends, Facebook accounted for 57.1% of social media users by the end of December 2024.
WhatsApp, another platform owned by Meta, follows closely behind with 54.4% of users. TikTok, which has seen a significant rise in popularity, ranks third with 29.5%, while YouTube holds 26.2% of the digital space. Instagram and X (formerly known as Twitter) occupy the next positions with 12.9% and 12.2%, respectively.
“The frequent usage of Facebook and WhatsApp highlights their importance and influence in Kenya’s online ecosystem. Mobile phones remain the primary access point to social media, making these platforms integral to daily media consumption,” states the CA report.
Facebook has seen a remarkable 10% increase in its user base in Kenya over the past year. During the three months leading up to December 2023, Facebook surpassed WhatsApp to become the leading social media platform in the country. At the time, 47.5% of Kenyans were active on Facebook, just slightly ahead of WhatsApp, which had 47.3%.
The rise of Facebook and WhatsApp is further emphasized by their dominance in digital discussions and their role in shaping Kenya’s online behavior. In contrast, YouTube, which had previously been in third place, was overtaken by TikTok, a platform that has continued to grow. Since 2023, YouTubeโs user base has risen from 18.6% to 21% by the end of 2023, reaching 26.2% by December 2024.
TikTokโs steady growth has seen its user share increase from 17% to 19.3%, surpassing YouTube to become the third most popular platform in the country. Instagram, on the other hand, continues to experience modest growth, moving from 11.8% to 12.9%. Meanwhile, X (formerly Twitter) has made impressive strides, growing from 7.9% to 12.2%, reflecting its expanding influence among Kenyan users.
This ongoing shift in social media usage patterns reflects both global trends and the unique dynamics of the Kenyan digital space, with certain platforms gaining traction at different rates. The growing dominance of platforms like Facebook and WhatsApp underscores their continued relevance in shaping communication, entertainment, and business in Kenya.
