The social media , which has evolved very fast and continues to grow has transformed the way content is created , disseminated and distributed . Content creation that was once limited to the traditional media is now a trade anyone and everyone can play , thanks to the growth of various social media platforms .
MEDIA LANDSCAPE
A Disrupted Media Requires Businesses To Embrace Digital Shift , Innovations
By Enock Wandera
Over the last few years , the media landscape has witnessed unprecedented disruptions fueled by the global Covid-19 pandemic and digital revolution . These two phenomena have led to significant changes in consumer behaviors and shifts in business models .
Kenya has one of the highest mobile penetration rates in Africa , and this has facilitated the widespread consumption of digital media content through smartphones . Mobile apps , mobile-friendly websites , and SMS news services are popular ways for Kenyans to access media content . bypassing traditional media gatekeepers .
On YouTube for instance , according to Statisa . com , users add 500 hours of video every minute , with the impact transcending the digital sphere to other sectors including commerce , politics , health and agriculture .
New technologies and innovations increasingly being churned out by the day are the main drivers of the disruptions , especially in Africa which boasts of a young tech-savvy demographic dividend . The World Bank predicting that African youth will make up 42 percent of the world ’ s population by 2030 .
The transition from traditional analog formats to digital technologies has led to the digitization of content , distribution , and consumption through digital platforms like websites , apps , and streaming services .
According to Ipsos in Kenya studies , the mobile device has been the major disruptor in the Africa ’ s media scene . In Africa , more than 70 % of consumers have access to the internet on mobile phones .
The Kenya Media Establishment Survey 2022 by Ipsos in Kenya revealed an increase in mobile ownership from 79 % to 95 % and growth of smartphone from 19 % to 51 %.
The social media , which has evolved very fast and continues to grow has transformed the way content is created , disseminated and distributed . Content creation that was once limited to the traditional media is now a trade anyone and everyone can play , thanks to the growth of various social media platforms .
With just a touch of the button , one can easily create content and share on Snapchat , YouTube , Instagram , TikTok , Twitter , Facebook , LinkedIn and WhatsApp . These platforms enable real-time sharing , citizen journalism , and viral content , often
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The social media , which has evolved very fast and continues to grow has transformed the way content is created , disseminated and distributed . Content creation that was once limited to the traditional media is now a trade anyone and everyone can play , thanks to the growth of various social media platforms .
The Ipsos in Kenya Media Establishment Survey 2022 shows that internet usage in Kenya has more than tripled from 2015 to 2022 - from 13 % to 46 % mainly driven by social media . As social media evolves , apps such as Facebook , Twitter , and Google are debasing more quickly while newer apps like Betting , TikTok , Telegram and Opera become more attractive to the youth .
The print media on the other hand has been slowly transitioning to the digital space as media houses move to adopt a “ Digital First ” strategy . With the increasing popularity of digital media , traditional print newspapers and magazines have faced declining readership and advertising revenues , leading to consolidation and closures of many publications .
The proliferation of digital channels and platforms has led to massive audience fragmentation . Instead of relying on a few major broadcast networks or mainstream newspapers , consumers now have access to an abundance of niche content catering to their specific interests .
Viewers now have more control over what they watch and when they watch it , thanks to the rise of on-demand streaming platforms like Netflix and Amazon Prime that have disrupted traditional television broadcasting .
Emerging technologies like 5G networks ,
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