MultiChoice Kenya subscribers have plummeted by a staggering 84%, dropping from 1.2 million in June 2024 to just 188,824 by June 2025, according to the latest data from the Communications Authority of Kenya (CA). This dramatic decline signals a critical challenge for the pay-TV giant, as it grapples with shifting consumer behaviours and economic pressures in a rapidly evolving market.
MultiChoice’s five price hikes over the past three years are the primary driver behind this subscriber exodus. For instance, the DStv Premium package, a flagship offering, surged from Ksh10,500 in 2024 to Ksh11,700 by August 2025, a Ksh1,200 increase in just nine months.
Other packages, such as Compact Plus (now Ksh7,300) and Family (Ksh2,250), also saw significant price jumps. These increases have pushed many Kenyan households, already strained by inflation and rising living expenses, to seek more affordable alternatives. Compounding the issue is the growing trend of illegal streaming.
As consumers turn to cheaper, often pirated, online platforms like Netflix, YouTube, and even MultiChoice’s own Showmax, traditional pay-TV services are losing ground.
The CA reports that Kenya’s overall pay-TV subscriber base shrank by 77% to 1.5 million by June 2025, reflecting a broader industry struggle.
MultiChoice, the operator of DStv and GOtv, experienced the most severe decline, with its subscriber drop of 84%. Analysts warn that MultiChoice risks following the path of once-dominant companies like Kodak, Nokia, and Yahoo, which failed to adapt to technological shifts and changing consumer preferences. “Losing 84% of your customer base in a single year is catastrophic,” said the media analyst.
“MultiChoice’s reliance on traditional satellite TV models, coupled with steep price increases, ignores the reality of Kenya’s digital shift.” Efforts to retain customers, such as offering upgrade incentives for inactive users, have so far yielded little success.
Meanwhile, competitors like StarTimes and Azam TV have seen more stable subscriber numbers, while streaming platforms continue to gain traction among younger, urban audiences.
The recent acquisition of MultiChoice by French media giant Canal+ for $2 billion may signal a strategic pivot, but it remains unclear if it will reverse the downward spiral.
As Kenya’s pay-TV landscape transforms, MultiChoice faces a critical juncture. Without significant adaptation to pricing and technology trends, its dominance in the market could fade entirely.