The pay-TV industry in Kenya is collapsing at a pace not seen before, with DStv and GOtv losing millions of customers in just one year.
New figures from the Communications Authority of Kenya (CA) show that subscriptions have fallen to record lows, exposing how quickly households are abandoning traditional television.
By June 2025, DStv subscriptions had dropped to 188,824 from 1.2 million a year earlier, while GOtv fell to 314,520 from 2.8 million. Together, they account for most of the 77% contraction in Kenya’s broadcasting market.
Competitor services have fared no better, with StarTimes tumbling to 492,330 from 1.7 million. Only Zuku, the Wananchi-owned cable provider, managed to grow, up 20% to over 64,000 customers.
The scale of the collapse became obvious this year after CA introduced a tough reporting policy that counts only active subscriptions generating revenue within 90 days. Under this new measure, DStv’s customer base shrank by 84% while GOtv lost 89%.
Price hikes have been a major factor. MultiChoice, which owns DStv and GOtv, has raised subscription fees five times across Nigeria and Kenya, amongst other African countries, in three years. Its flagship bouquet, DStv Premium, now costs KES 11,700 ($91) per month, compared to KES 7,500 ($58) in 2022.
The increases have forced many customers to reconsider their options. Streaming platforms have absorbed much of the fallout. Showmax, MultiChoice’s own streaming service, grew active users by 44% over the past year, supported by price cuts and telecom partnerships.
DStv Stream also reported a 38% rise in subscriptions and a 48% boost in revenue. The streaming market in Kenya is projected to reach $5.4 million by the end of 2025, with 46.3 million users forecast by 2029.
For many households, the change is about cost as much as convenience. Netflix charges just KES 200 ($1.55) for its mobile plan and KES 1,100 ($8.5) for its premium option, while Showmax’s entertainment plan is priced at KES 520 ($4).
By comparison, DStv’s top package has almost doubled in cost since 2022. Piracy adds further pressure. Football matches and premium shows are widely available for free on unauthorised apps and websites, damaging the value of MultiChoice’s expensive sports rights.
The situation is particularly sensitive as MultiChoice’s Premier League rights expire this year. Some viewers openly say they would prefer the broadcaster not to renew them, arguing that the price hikes tied to these rights no longer make sense given shrinking audiences.
Bars and hotels remain among the last steady DStv subscribers, but even they are turning to cheaper or illegal alternatives as profit margins narrow.
The upheaval comes just weeks after French broadcaster Canal+ completed its $2 billion takeover of MultiChoice, lifting its stake to 48.2%. The combined group now controls over 40 million subscribers across 70 countries.
Canal+ executives say there will be no immediate changes to pricing or packages, but they have noted a content revamp and digital upgrades beginning in 2026.
Across Africa, viewers are walking away from expensive satellite subscriptions and choosing a mix of streaming, free-to-air channels, and piracy instead. For MultiChoice and its new owner Canal+, the challenge will be to convince millions of customers that premium television is still worth paying for.
