- The study said majority of podcast listeners consume podcasts once a week.
- It said 20 per cent consume podcasts once a month.
Most Kenyans on podcasts listen to genres on relationships, a new survey shows.
The poll conducted by Radio Africa’s research department shows 36 per cent prefer topics on relationships followed by comedy at 29 per cent and then music at 23 per cent.
“Podcasts are listened to mainly by the under 35s. Relationships, comedy and music come top ahead of more in-depth topics such as finance, technology, sports and spirituality,” the survey said.
The study said majority of podcast listeners consume podcasts once a week, with 20 per cent consuming once a month. “About half of the listeners subscribe to the podcast,” the survey added.
The survey further states 20 per cent prefer genres on news and politics, health and self-improvement (18 per cent), interview (18 per cent), finance (18 per cent), technology (17 per cent), business (12 per cent), sports (11 per cent), spiritual programmes (10 per cent), showbiz and popculture (8 per cent), history (3 per cent), long form documentary (3 per cent), fiction (2 per cent), true crime (1 per cent) and gaming (1 per cent).
The omnibus survey was conducted between June 29 to July 11, 2023, on a sample size of 3, 000.
Image: COURTESY
The method was random, multi-stage stratified using PPS (proportionate to population size) spread across all 47 counties.
Data was collected through Computer Aided Telephone Interview (CATI) and the questions were asked in English and Kiswahili.
The margin of error was +/- 1.8 per cent with a 95 per cent confidence level.
Another survey conducted by Radio Africa Group between June 29 and July 11, 2023, and whose findings were released on November 13, 2023 showed younger audiences stream music more via YouTube with an average weekly streaming traffic of 24 per cent compared to other platforms.
The survey showed that over 30 per cent of young Kenyans aged between 18 and 24 years utilised YouTube streaming compared to Spotify and Boomplay whose usage stood at 10 per cent and 8 per cent respectively.
The survey dubbed Kenya Media Research 2023, showed that music streaming has a weekly average incidence of 30 per cent.
Kenyans aged between 30 and 34 years were the second highest users of YouTube steaming service at 30 per cent compared to 7 per cent who stream music on Spotify.