Digital Commons Network^™

Media Consumption In An Evolving Digital World: Millennials And Digital Natives’ Consumption Habits And Implications For Legacy Media In Kenya, Hesbon Owilla, Clare Mogere, Nancy Achieng Booker

Graduate School of Media and Communications

Technology has led to a paradigm shift for industries and consumers alike, altering the way that businesses operate. Traditional media business models have thus been rendered less competitive by the emergence of the digital platforms that are targetcasting and delivering content to niche audience segments. The competition for audience from these emergent digital platforms has not only occasioned a decline in revenues for the legacy media but also audience fragmentation. The biggest puzzle for media executives today is the bulging youth population that is characterised by unique and fluid consumption and lifestyle characteristics. Digital-native content producers have leveraged these unique …