Audio By Vocalize
Standard Group Marketing Manager Seth Enos.[Standard]
As the English Premier League (EPL) enters the second round after the World Cup extravaganza, The Standard Group PLC remains the home of sports, having secured the exclusive radio broadcast rights for the 2026/27 EPL season. Through Radio Maisha and Berur FM, millions of football fans across the country will once again be able to follow the world's most popular football league live, not only on television or online, but through the radio, a medium that remains deeply embedded in everyday Kenyan life.
This is also an opportunity to challenge a persistent misconception: who still listens to radio? The answer, according to the latest Communications Authority of Kenya (CA) Audience Measurement and Industry Trends Report, is that a lot of Kenyans do listen to radio. Radio reached 75% of the population in Q4 2025/26, up from 73% in Q1, and remained one of the country's most accessed media alongside television. More importantly, radio consumption is significantly stronger in rural Kenya, while internet use is more concentrated among urban and higher-income audiences.
The distinction matters. A Nairobi dweller may ask why anyone would need radio when a match can be streamed on a smartphone. But that question assumes everyone experiences media in the same way. Across Kenya, people are farming, running kiosks and businesses, travelling, working, driving and going about their daily routines. Radio fits into these activities because it does not require your eyes to be fixed on a screen.
