Writer: Odoobo C. Bichachi. PHOTO/COURTESY
In my two previous columns, I shared some rich insights on current world media and audience trends from the Reuters Institute Digital News Report 2025 (see, “Long search for readers pointing to short videos” – June 27, and “Newspaper, radio are down but not yet out” – June 20).
I had planned for this column to take another stab at the report with yet another aspect of the report’s findings so that both journalists and journalism consumers can appreciate the tectonic shifts happening in the industry and audiences at large.
However, Ugandan international journalist, Rachael Akidi, ably summarised the entire report in her Facebook post, particularly picking out the things that matter for the African journalism landscape. I sought her permission to share her breakdown with you.
Rachael needs little introduction, especially for the generation that grew up listening to broadcast news, particularly international radio.
However for the benefit of those that may not know her, she was one of Uganda’s “big exports” to the British Broadcasting Corporation (BBC) where for over 20 years, her voice rang loud and clear on the popular “Focus on Africa” and “Network Africa” radio and television programmes.
Her last assignment was as head of BBC’s eastern Africa regional bureau based in Nairobi, Kenya. Here is her take on the report: “I found this year’s Reuters Institute Digital News Report fascinating, and I think it says a lot about where Africa is heading in the digital media space.
Here’s what I’m taking away: African markets are leading globally in news consumption on TikTok and YouTube. (48 countries were surveyed globally - including Kenya, Nigeria, South Africa, and Morocco). 38% of people in Kenya now get their news from TikTok, compared to just 6% in the UK.
Kenyan users are gravitating toward influencers and independent creators, unlike in Europe, where audiences often follow established media brands on TikTok. A significant number of people in African countries now prefer watching the news rather than reading it.
Yes video-first over text!! For Gen-Z, especially those aged 18 to 24, social media is the newsroom.
Interestingly, even as people turn to personalities for updates, they still trust legacy brands like the BBC for credibility. *What does this mean for media in Africa?* Social platforms have become the new frontlines of journalism. Video is no longer optional, and is now central to how people stay informed. Influencers and creators are driving the conversation, previously the preserve of traditional outlets. Media organisations will need to embrace creator-led strategies that combine the reach of social platforms with the trust built by established brands.
Ultimately, it looks like video-first storytelling will define the future of credible news across the continent. It’s no longer about where people are getting their news, but more about how they decide what’s credible, relevant, and meaningful to them. It appears the African continent is setting the pace.”
The rising popularity of video news today is down to three things.
First is the lowering of the entry barrier when it comes to video news production, thanks to the diminutive hand-held mobile phone whose camera technology has continued to improve.
Second is the convenience for news consumers to watch video news. Gone are the days one had to sit in front of the “idiot’s box”, aka television set, to watch news bulletins. Again, thanks to the mobile phone, one can watch video news on a phone the size of one’s palm.
Third is doing away with routine programming, i.e. television news being available at set times in the morning, early afternoon, and evening, or more recently, top of the hour. Again, the mobile phone gives audiences video news at the time and place of their convenience.
If you are a young journalist finding your feet in the newsroom, or an undergraduate in journalism school looking to enter the media space, then you will do well to start honing your digital video news production skills to be able to stand out today and in the future.
Influencers and content creators are already using their smart mobile phones to maximum effect, thus ensnaring and engaging audiences. However, they are mostly focusing on popular social content. This is where journalists can and will make a difference, leaning on the journalism and mass communication knowledge they have acquired to curate content that is appealing, important, timely, and relevant.
Media organisations will need to embrace creator-led strategies that combine the reach of social platforms with the trust built by established brands.
Odoobo C. Bichachi
Public Editor
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