YouTube Has Killed TV. Now What? ????

In my last article, I discussed the decline of traditional TV and how Gen Z and Gen Alpha have shifted their attention elsewhere. So, where are they now? YouTube. TikTok. Anywhere but linear TV.

We are witnessing the Great Attention Shift—a fundamental change in how audiences consume content. Kenyan broadcasters are aware of this, but here's the issue:

They're still operating with a broadcasting mindset.

The Linear Model Is Outdated ??

Traditional TV relies on a one-way communication model—broadcasters decide what airs, and audiences passively consume. This approach worked when there were no alternatives.

But today?

Audiences, especially younger ones, crave co-creation and interaction. They don't want to just watch; they want to participate.

Yet, what are stations like Citizen TV, NTV, and KTN doing?

They're repurposing old TV content and uploading it to YouTube, expecting it to resonate.

? That's not a digital strategy. It's merely transferring TV to a different platform.

And it's not working.

Learning from Kenya’s Digital Trailblazers ??

Let’s look at some of Kenya’s niche and alternative news channels on YouTube that have mastered the art of engagement. Why news? Because that's the ad revenue holy grail for the Kenyan TV pipeline:

• Mutembei TV – Focusing on grassroots news and political satire, Mutembei TV connects with local communities by highlighting issues often overlooked by mainstream media.
• Balindiway Media – With approximately 395,000 subscribers, Balindiway Media is recognized for its anti-corruption content and government criticism, appealing to audiences seeking accountability.
• Kenya Digital News – With over 1.07 million subscribers, this channel focuses on digital-native political reporting, engaging younger audiences through timely and relevant content.
• Tuko Kenya – Boasting 1.13 million subscribers, Tuko provides human interest stories and alternative news, resonating with viewers seeking diverse narratives. It also demonstrates how easy it is to become a top news channel with some VC backing.
• The 5th Estate – Known for its in-depth corruption exposés, this channel has garnered a dedicated following by diving deep into investigative journalism.

These creators aren't just posting content; they're fostering communities. They engage in real-time, respond to comments, and make their audiences feel seen and heard.

The Path Forward for Kenyan Broadcasters ??

BUT THERE'S HOPE! To stay relevant, traditional media houses must:

? Embrace Interactivity – Incorporate live chats, polls, and Q&A sessions to make viewers active participants.

? Create Platform-Specific Content – Develop content tailored for digital platforms rather than repurposing TV material.

? Collaborate with Digital Influencers – Partner with popular content creators to tap into their engaged audiences.

? Invest in Community Building – Focus on building a loyal online community through consistent and authentic engagement.

? Become Content Academies – Use existing hardware, office space, and talent to identify, train, and retain the next generation of content creators. Instead of just reporting the news or airing shows, media houses should nurture digital storytellers who can drive engagement across multiple platforms.

Adapt or Become Obsolete ??

Kenyan media houses face a critical choice:

Continue with outdated models and risk fading into obscurity, or adapt to the digital landscape and thrive.

#GenZmarketingKE #YouthMarketingAfrica