Insights, case studies, and industry trends from the audio world
In 2025, Kenya’s podcast industry has finally shifted from a niche curiosity to a mainstream force. Thanks to cheaper data, widespread smartphone adoption, and an audience hungry for authentic storytelling, digital audio has become a cultural pulse.
Take So This Is Love—its intimate storytelling shows just how deeply personal these voices resonate with listeners. Fellow shows like The97s Podcast and Mic Cheque are also leading conversations on culture and identity across the country.
Even more interesting: video podcasts are breaking through too. Kenyan creators are now getting more views per episode on YouTube than traditional broadcasters. Mutua and Lynne Ngugi are clear examples, drawing average views between 250K and 300K
So why now?
Digital audio works with our lifestyles. It’s mobile, flexible, and allows creators to speak directly—from matatus to malls. With data plans getting cheaper and distribution platforms like Spotify or Apple Podcasts more accessible, stories once relegated to radio find new life through on-demand audio.
What this means for brands and creators:
- Tap into shift: Your brand can join this wave with content that doesn’t just talk—it connects.
- Think mobile-first: Tailor your audio for the spaces where listeners actually are.
- Blend formats: Combine audio with visual content for engagement that lasts.