According to a recent poll, younger listeners stream music more on YouTube than on other platforms, with an average weekly streaming traffic of 24%.
According to a Radio Africa Group survey published on November 13, men are more likely than women (23% vs. 25%) to favour YouTube for music streaming.
According to the survey, more than 30% of young Kenyans between the ages of 18 and 24 streamed content on YouTube, while just 10% and 8% of them used Boomplay or Spotify.
According to the Kenya Media Research 2023 survey by Radio Africa Group, 30% of weekly usage is dedicated to music streaming.
At 30%, Kenyans between the ages of 30 and 34 were the second-highest users of the YouTube streaming service, trailing only Spotify users at 7%.
With an average of 7% of streaming, Spotify finished second overall, followed by Boomplay at 5%.
With an average of 3%, Tubidy's music-screaming platform comes in fourth. Mdundo Music contributed 3% as well.
Very few, if any, poll respondents use the Apple Music streaming service.
Ten percent of respondents to the Radio Africa survey were between the ages of 50 and 59 and reported using YouTube as a streaming platform.
Three percent or less of Kenyans between the ages of forty and forty-nine utilised Apple Music.
The survey took place in 2023 between June 29 and July 11.
A sample size of 3,000 people was used, with a 95% confidence level and a margin of error of +/- 1.8%.
Both English and Kiswahili were spoken.
"The sample split was guided by all adults aged 18 years and above proportionate to size as per the Kenya National Bureau of Statistics population census of 2019."
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