Video podcasts are quickly becoming one of the most popular forms of media consumption in Kenya, especially among young people. Many Kenyans are now choosing these digital shows over traditional TV or radio. The shift is clear, as more viewers are spending time on platforms like YouTube and TikTok to watch their favourite podcasters speak on social issues, lifestyle, comedy, relationships, and even politics.
A new report by Nairobi-based data analytics company, Odipo Dev, shows that some Kenyan video podcasters are now doing better than big media houses in terms of audience engagement. According to the research, Abel Mutua, a well-known content creator and actor, had the highest average views in 2024, with 306,500 views per video. He beat Nation Media Group, which posted 3,749 videos but had far fewer views on average. Other popular podcasters include Lynne Ngugi with 248,100 views per video, 3MenArmy Kenya with 167,100 views, and Dr. King’ori, who had 113,600 views per video.
This shift shows how Kenyan youth are now more drawn to content that feels real, unscripted, and relatable. Unlike traditional media, which often follows strict formats, podcasters have the freedom to talk about everyday life and real issues in a relaxed way. For young people between the ages of 25 and 34, this kind of content feels closer to home. Odipo Dev reports that 71% of podcast audiences in Kenya are male, showing that this trend is also gender-skewed.
The rise of platforms like YouTube and TikTok has made it easier for creators to produce and share content. These platforms provide simple tools for recording, editing, and posting videos. They also allow fans to comment, like, and share episodes, making the experience more interactive. Some creators even go live to engage directly with fans. All of this has helped build strong online communities around these podcasters.
Abel Mutua, also known for his acting in shows like “Tahidi High”, uses his platform to tell stories that mix humour and life lessons. Lynne Ngugi, a former journalist, focuses on interviews with everyday Kenyans, sharing stories that traditional media often ignores. The team at 3MenArmy Kenya tackles men’s mental health, fatherhood, and relationships, while Dr. King’ori keeps his audience laughing with satirical takes on Kenyan society.
Video podcasting has also become a source of income for many creators. They earn money through brand sponsorships, adverts, merchandise, and direct support from fans. Some even work with international brands looking to reach Kenyan audiences. As more people turn to digital content, businesses are following the trend with advertising budgets now shifting from radio and TV to YouTube and TikTok influencers.
Still, content creators face some serious challenges. One big issue is how to keep the quality of their content high and consistent. Since anyone can start a podcast, the space is getting crowded. New podcasters must work harder to stand out. They also face legal and regulatory concerns around copyright, fair use, and online behaviour, especially as Kenya moves to put more control on digital spaces.
As video podcasting continues to grow in Kenya, traditional media houses may need to adjust their approach to keep up. Some have already started digital branches or are hiring popular podcasters to join their teams. The media space is changing, and those who adapt will stay relevant.
The rise of video podcasts is not just a trend but a clear sign that media in Kenya is evolving. With smartphones, internet access, and social media now widely available, young people want content that speaks to them directly. And for creators who can deliver that, the future looks very bright.
