A majority of Kenyans use the internet to watch videos, spending more than six-and-a-half hours daily on the consumption of online content, according to a research published by Business Daily, citing a stury from GFK covering the first quarter. About 97 percent of Kenyan adults with internet access are using some form of online service, with nearly two-thirds paying to view digital online content. Kenyans spend around six hours and 37 minutes a day consuming video content, with more than half that time (52%) spent watching free video, said the GfK report dubbed ViewScape.

In the subscription video on demand (SVoD), users aged between 16 and 24 spend a whopping 7 hours and 41 minutes a day viewing video. The consumption of SVoD has been spurred by the services including Showmax, Netflix and ViuSasa. The study—which surveyed 1,250 people representative of Kenyan adults with internet access- shows that one in four downloaded pirated content from the Internet and 94 percent watch some digital video on YouTube.

The majority of SVoD users subscribe to pay TV as well, so the research bureau has not yet seen SVoD services take market share from the incumbents.