DStv Kenya faces subscriber exodus as families ditch pay TV for cheaper options

DStv Kenya has experienced one of its steepest declines in recent years, losing more than 80 per cent of its customers in just 12 months.

Fresh data from the Communications Authority of Kenya (CA) shows that the satellite TV service dropped from 1.19 million active subscribers in June 2024 to just 188,824 by June 2025—an 84 per cent decline that highlights the mounting financial pressure on households.

Price hikes hit households hard

The collapse has been closely linked to a series of price increases introduced by MultiChoice, the company behind DStv.

The most recent adjustment came in August 2025, when subscription fees rose by up to Sh700 across several packages.

This followed earlier hikes in April and November 2024, marking the third round of increases in just over a year:

• Premium package: Sh11,000 → Sh11,700

• Compact Plus: Sh6,800 → Sh7,300

• Compact: Sh3,900 → Sh4,200

• Family bouquet: Sh2,100 → Sh2,250

Even the lowest-priced tiers were affected, stretching household budgets already burdened by high food, fuel, and utility costs.

MultiChoice defends its strategy

MultiChoice has defended the increases, describing them as part of a routine review aimed at balancing costs while maintaining service quality.

“These changes are part of MultiChoice’s annual subscription review, conducted with great care to ensure customers receive the best of both local and international content,” the company said in a statement.

It added that rising costs in content acquisition, production, and broadcasting rights—especially for premium sports—made the adjustments unavoidable.

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Kenyan households sensitive to price

The figures underscore just how price-sensitive Kenyan households have become. With disposable incomes under pressure, many families are abandoning pay TV in favour of cheaper alternatives.

Streaming platforms such as Netflix, Showmax, various streaming websites, and YouTube are gaining popularity, while free-to-air digital channels remain widely used.

Younger viewers, in particular, are increasingly opting for on-demand entertainment accessed through smartphones rather than traditional satellite services, favouring platforms like TikTok, Snapchat, Instagram, Shorts, and Facebook.

Major changes at MultiChoice

This turbulence comes as MultiChoice undergoes significant changes. The company was recently acquired by French media giant Canal+, signalling efforts to consolidate Africa’s pay TV sector and compete more effectively with global streaming players.

While the acquisition brings fresh investment and content partnerships, the Kenyan subscriber numbers highlight the urgent need for new strategies to stabilise operations. Analysts warn that without more affordable or mobile-friendly packages, MultiChoice risks losing even more ground.