DStv subscriptions in Kenya dropped to 188,824 by June 2025, down from 1.2 million a year earlier, according to new data from the Communications Authority of Kenya (CA). GOtv, also owned by MultiChoice, fell to 314,520 from 2.8 million over the same period. Together, these losses account for most of the 77% contraction in Kenya’s broadcasting market in the past year, showing households are leaving traditional pay-TV at record pace.
Digital terrestrial TV, where GOtv operates, saw the steepest decline with total subscriptions down 89% year-on-year. Rival StarTimes fell to 492,330 from 1.7 million. Direct-to-home satellite subscriptions also declined by 67%, with DStv posting the sharpest fall. Wananchi Group’s Zuku cable service was the only major provider to grow, up 20% to over 64,000 subscriptions.
MultiChoice has raised DStv prices five times in three years, with DStv Premium now costing about KES 11,700 ($91) monthly, up from KES 7,500 ($58) in 2022. Several customers told TechCabal they could no longer absorb the increases, especially with cheaper alternatives available. Netflix, which starts at KES 200 ($1.55) for mobile and KES 1,100 ($8.50) for premium, has become a go-to for general entertainment, though it lacks live sports. Showmax, also owned by MultiChoice, charges KES 520 ($4) monthly for entertainment, but its shift to a mobile-only sports streaming plan has made it less appealing for households used to watching football on TV.
Piracy has also piled pressure on MultiChoice, with football matches and premium shows widely available on illegal platforms. As its Premier League broadcasting rights expire this year, some viewers say they would welcome MultiChoice stepping back from renewal, arguing the rights no longer justify the price hikes. Bars and hotels remain among the last heavy DStv users, though even they are testing cheaper or unauthorised options.
The shake-up comes as French broadcaster Canal+ finalised its takeover of MultiChoice, acquiring 46% control. The deal gives the combined group more than 40 million subscribers across nearly 70 countries, but Kenya’s steep decline underscores the difficulty of holding onto premium satellite customers in a market moving toward streaming, free-to-air TV, and piracy.
