Francis Mureithi, Radio Africa Group Digital Editor
In 2015, when Radio Africa Group launched The Star Digital, it was a modest online extension of the Star newspaper—largely a digital mirror of the print edition. Fast-forward to 2025, and the story has radically shifted.
Today, The Star Digital stands tall as Kenya’s most visited news website, commanding more than eight million page views and attracting four million unique visitors every month.
But this growth was not accidental—it was earned through bold editorial decisions, technological pivots and a deep understanding of Kenya’s evolving media consumption habits.
The transformation began as smartphone use surged and internet access expanded nationwide.
Recognising the shift, the Star’s editorial team made a critical decision; go beyond archiving newspaper stories online and start thinking digital-first.
This marked the beginning of The Star Digital’s evolution into a real-time, dynamic news hub.
The newsroom was restructured to prioritise speed, accuracy and live reporting. Breaking news, exclusive digital content and live coverage of national events—from election days to high-stakes court rulings—became its bread and butter.
Social media became an indispensable tool. On platforms such as Twitter (now X), Facebook and Instagram, The Star Digital shared timely updates and drove massive traffic back to the site, amassing 2.4 million followers on X and 1.5 million on Facebook as at June 18.
Unlike many traditional outlets, The Star Digital embraced bold editorial choices. Its reporting often offered fresh angles and alternative takes on mainstream news, helping the brand stand out in a crowded digital landscape.
At the same time, it invested in multimedia storytelling—infographics, photo galleries, videos and opinion pieces—that kept users engaged longer.
Behind the scenes, the journey saw multiple shifts in content management systems—from Converge to Cosmos and now Multiverse.
Each upgrade was strategic, aiming to improve audience experience and editorial agility. Internally, the newsroom went through a culture shift.
Editorial staff began to focus more on digital outputs—writing web-first stories, designing visuals, shooting videos and creating content tailored for social platforms.
The commitment paid off. Today, The Star Digital thrives across platforms: 178,000 followers on Instagram, 141,200 on TikTok, nearly 89,000 YouTube subscribers and growing communities on WhatsApp and Telegram. A round-the-clock digital desk powers the site 24/7, ensuring readers never miss a beat.
Recently, The Star Digital embraced subscription models by introducing a paywall—placing 15 per cent of its content behind it. These are exclusive, premium stories crafted to offer deeper insights and unique value to subscribers. Revenue from this model continues to rise steadily.
In partnership with global players such as the Google News Initiative, The Star Digital is also innovating with niche content products. Its Health, Political and Sports newsletters have gained significant traction, cementing the brand’s authority in specialised reporting.
What began as a simple online archive is now a digital
newsroom powerhouse—bold, fast and uniquely Kenyan. As audiences continue to
migrate online, The Star Digital isn’t just keeping up—it’s leading
the way.
Francis Mureithi is the Radio Africa Group Digital Editor
