Video podcasters are winning loyal audiences in Kenya and reshaping the commercial dynamics of the country's media and entertainment industry. Many popular Kenyan video podcasters have now surpassed traditional broadcasters in terms of average viewer engagement per YouTube video, according to a new research report by Odipo Dev, a data analytics and research firm based in Nairobi.
"In our sample, the average podcast video racks up over seven times the views of a mainstream media upload, and 14 times more engagement likes, shares, and comments. A podcaster like Abel Mutua, with just 96 uploads in 2024, outperformed Nation Media, which posted 3,749 videos in the same period," said Odipo Dev.
The report ranked Mutua as Kenya's top podcaster in terms of average views per video 306,500, capturing YouTube data from 1 January to 31 December 2024. Lynne Ngugi was the runner-up with average views per video of 248,100, followed by 3MenArmy Kenya 167,100, and Dr. King'ori 113,600.
The report found that Kenya's podcasting scene has attracted a predominantly young, male audience. Males comprise 71 of the listeners for the top 10 podcasts, and that proportion remains substantial at 65 when considering the top 20 podcasts. The largest portion of this audience falls within the 25 to 34 age bracket.
Bigger investments in podcastsOdipo Dev argues that heightened audience engagement levels on podcasts have provided an incentive for advertisers and other stakeholders to make bigger investments in the space.