Citizen TV, Radio Citizen, Citizen Digital ranked top media brands consumed by millennials and Gen Zs

Citizen TV and Radio Citizen are the top media brands consumed by millennials and Generation Zs.

In a survey report conducted by Aga Khan University Graduate School of Media and Communications on media consumption in an evolving digital world, the report revealed that television is the most trusted media platform at 46 percent, followed by social media, radio and newspapers.

The findings also revealed that those aged between 18 - 35 years old wish that media cover issues to do with making money, financial independence, and owning a home.

Information Cabinet Secretary Eliud Owalo who presided over the launch of the survey has urged the media to adapt to the needs of the youth who are the future of the business.

The survey involving 1,201 respondents aged between 18 -35 years revealed that 72 percent of the youth watch Citizen TV as their preferred channel for news, entertainment and educative programs.

It is followed by NTV, K24, KTN and Inooro TV. Ramogi TV launched in 2021 and featured among the top 15 at position 14.

 In the Radio Category, Radio Citizen is the most visible brand among the youth with 24 percent listening to it. It is followed by Classic FM, Kiss FM, NRG Radio and Hot 96.

 Television is also the most trusted media platform by the youth at 46 percent, followed by Social Media at 30 percent, Radio and Newspapers. The millennials say they prefer TV for their credible and reliable news content, educative and entertaining content, and competent and professional journalists.

For Radio educative and entertaining content, credible and reliable news content top the list of their preference.

 However, the group feels that the media needs to give more time to issues that address how to make money, be financially stable, save money and have a house.

To attract more millennials and Generation Z to watch TV and listen to Radio they have also proposed more content that focuses on youth empowerment, entertainment, advertisements of job opportunities and reducing the number of advertisements interrupting favourite programmes.

"Looking at the results of this study what comes to the mind is that for us to remain competitive as media in the market place we must align our products to the taste and preference in the market and that means in everything that we do we must think of the market and work backwards," said Owalo.

The research found that young people consume news to gain awareness of current issues, to be more knowledgeable and also attain personal goals in life.

To show the impact of the digital space, social media is most relied on for news and entertainment at 45%, followed by Television, Radio and Digital Natives News platforms.

Citizen Digital is also among top digital news media sites consumed by the millennials.

"Technological disruptions is also disrupting traditional value systems there is therefore need to see decorum, more common decense and more fact-based conversation and tolerant debate as previously happened in legacy media," said Owalo.

"Insights such as this gives us the real idea that our audiences are increasingly not passive but actual active they can express their ideas to us and then those ideas can determine some of the things we do," said Joe Ageyo - Group Editorial Director, NMG.

On her part, Zubeda Koome, the President of the Kenya Editors Giuld noted: "Millennials and Gen Z are not just content consumers they are creators too, they want to be part of the media landscape expressing their own ideas and talents, lets give them a platform to shine."

The study also found that the youth are most concerned with the manner in which they communicate, dress code, family and social media site they subscribe too with most of them not concerned about their tribe, workplace and where they are schooled.