Isaac Katende, popularly known as Kasuku, has been ranked Uganda’s leading social media influencer, while Sheila Price has emerged as the country’s top TikToker, according to the latest Uganda national media survey by Market Intelligence Group (MIG).
The findings are based on data collected from all 146 districts across Uganda and form part of the survey, which is expected to be officially launched in the coming days.
The survey examined media consumption trends across radio, television, print and digital platforms to provide insights into how Ugandans access and consume information.
Dr Joel Isabirye, the Principal Investigator of the survey, said the study is intended to provide reliable data that can guide research, advertising and public policy.
“The Uganda National Media Survey is intended to share insights into how Ugandans consumed different types of media over the survey period, insights which can be used for academic research, advertising decisions and policy making or evaluation,” Dr Isabirye said.
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The report notes that digital media continues to play an increasingly important role in Uganda’s media landscape, prompting researchers to continue tracking online platforms and personalities alongside traditional media.
According to figures cited in the survey from the Uganda Communications Commission (UCC), Uganda has 47.5 million mobile phone connections, with about 20.3 million smartphones in active use.
The survey further states that about 11.4 million Ugandans use WhatsApp, while TikTok has approximately 11.3 million users and YouTube has at least 7.2 million users in the country.
Dr Isabirye said TikTok has become the country’s most popular social media platform because of its large volume of user-generated content and its ability to create new digital personalities.
“TikTok in particular turns out to be the most popular platform with vast amounts of user generated content. Within that space, new personalities keep emerging by the day, making it necessary for their profile and influence to be tracked,” he said.
The survey concludes that the rapid growth of digital media is reshaping how Ugandans consume content, with online influencers and content creators becoming increasingly important to audiences, advertisers and policymakers.
