Internet overtakes traditional media in urban Zimbabwe

ONLINE media has become the most accessed source of information in Zimbabwe's urban areas, overtaking traditional platforms such as television and print newspapers, according to findings from a new national media audience survey.

The findings are contained in the Zimbabwe Media Audience Study (ZMAS), conducted by Topline Research Solutions during the first quarter of 2026.

The study highlights the growing influence of digital platforms and the declining dominance of mainstream media in urban centres, reflecting changing media consumption habits among Zimbabweans.

Presenting preliminary findings, Topline Research Solutions lead researcher Partson Gasura said internet access now exceeds television as the most widely used media platform in the country's urban areas.

"We conducted this as a quantitative study, which means we went around the country and covered the major cities," said Gasura.

"We have noticed that internet penetration now surpasses television, for example, as the most accessed media platform in Zimbabwe. Online newspaper readership is now three times higher than print media."

The findings reinforce growing concerns within the media industry about the challenges facing traditional media outlets as audiences increasingly migrate to digital platforms for news and information.

Media analysts and researchers have long argued that advances in mobile technology, improved internet access and the popularity of social media platforms are reshaping how people consume content, particularly among younger and urban audiences.

Gasura said the survey provides valuable data that can help media organisations, advertisers and policymakers better understand audience behaviour and adapt to evolving trends.

"These insights will provide advertisers, media houses and even policymakers with critical information on how Zimbabweans consume news and information," he said.

The shift towards digital consumption presents both opportunities and challenges for media organisations. While online platforms offer wider reach and real-time engagement with audiences, traditional media outlets continue to grapple with declining readership, falling advertising revenues and changing consumer preferences.

The Zimbabwe Media Audience Study is expected to provide a detailed picture of media consumption patterns across the country when its full findings are officially released on June 24.

Industry stakeholders are expected to closely examine the report as they seek to respond to a rapidly changing media landscape increasingly driven by digital technology.