This study examined consumer motivations affecting the airing and consumption of local animation in Kenya, focusing on youth audiences aged 18–35. Despite the growth of the local animation industry, limited research had been conducted on audience preferences, gratifications, and the factors influencing the broadcast and reception of Kenyan animations. Guided by the Uses and Gratifications Theory, the research adopted a descriptive design, collecting primary data through focus group discussions and key informant interviews with consumers, media house programming officers, and animation producers. Secondary data included policy documents and industry reports. Findings revealed that while local animations partially fulfilled cognitive and personal integrative gratifications, they largely failed to meet emotional, social, and entertainment needs. Key barriers identified included technical limitations, inconsistent programming, weak promotion, and limited audience research. Policy and regulatory frameworks were found to inadequately support the visibility, distribution, and development of local animation. The study concluded that enhancing production capacity, strategic scheduling, and targeted audience engagement was critical for fulfilling youth viewing motivations and strengthening the local animation industry. Key recommendations included: establishing dedicated animation slots and improving marketing within broadcasters; providing funding incentives, clearer regulations, and capacity-building through government agencies; encouraging producers to prioritise strong narratives, gradual technical improvement, and active youth engagement; and enhancing training institution curricula, industry linkages, and short professional courses. Overall, the study provides critical insights into how consumer motivations, institutional practices, and policy frameworks interact to shape the visibility and consumption of local animation in Kenya.
