A new report from Ipsos Kenya’s Audience Tracker (IKAT) has revealed that Citizen Radio continues to dominate the Kenyan airwaves, with a reach of 10.4% and a commanding 20.8% share of radio audiences.
The data, covering the fourth quarter of 2024, highlights key trends in audience demographics, listening habits, and regional radio preferences.
Citizen Radio leads by a significant margin, followed by Radio Jambo (7.2%), Kameme Radio (6.7%), and Radio 47 (5.8%) in terms of audience share.
The report shows that Radio Maisha, Ramogi FM, Milele FM, Inooro FM, and other stations also maintain a strong presence.
When it comes to reach—the percentage of the population tuning in—Citizen Radio remains the clear frontrunner, while Radio Jambo (4.3%), Radio Maisha (2.7%), and Kameme Radio (2.7%) secure smaller but notable segments of the audience.
The report provides insights into the diverse listenership across Kenya.
The gender split is nearly even, with 50.1% female and 49.9% male listeners.
Age distribution indicates that the largest audience group is 25-34 years old (33.5%), followed by 35-44 years old (17.3%) and 18-24 years old (26.8%).
In terms of socioeconomic classification (LSM), the largest listener base falls under LSM 5-7 (C1) at 39.3%, followed by LSM 8-11 (AB) at 11.5%, and LSM 1-4 (DE) at 22.5%.
Radio remains a crucial medium for rural communities, with 65.4% of the audience based in rural areas compared to 34.6% in urban settings.
The report also breaks down audience distribution by region, with Central Kenya leading at 18.4%, followed by Rift Valley (19.4%), Western (13.5%), and Nairobi (9.6%).
Coastal and other regions show moderate engagement, reflecting varied regional listening habits.
