Kenya’s pay-TV market is shrinking at an unprecedented pace, with DStv and GOtv losing more than 3.4 million subscribers in just one year. New data from the Communications Authority of Kenya (CA) shows that DStv subscriptions dropped to 188,824 by June 2025, down from 1.2 million the year before. GOtv’s numbers fell even more sharply, from 2.8 million to just 314,520.
These losses represent the bulk of a staggering 77% contraction in Kenya’s broadcasting sector. Households are moving away from traditional satellite and terrestrial television, with digital terrestrial TV suffering the heaviest blow. GOtv’s segment contracted by 89%, while rival StarTimes also dropped from 1.7 million to 492,330 subscribers. Direct-to-home satellite services declined 67%, and DStv posted the largest fall. The only major operator to grow was Wananchi Group’s Zuku cable, up 20% to more than 64,000 subscriptions.
A key driver of this Kenya Pay-TV decline is the rising cost of subscriptions. MultiChoice, owner of DStv and GOtv, has raised fees five times in three years. Today, DStv Premium costs around KES 11,700 ($91) per month, compared to KES 7,500 ($58) in 2022. Many households say they can no longer afford the increases, especially when cheaper entertainment alternatives are available. Former subscribers note that aside from bars, restaurants, and a few offices, demand has collapsed.
Streaming platforms have filled the gap. Netflix’s mobile plan starts at just KES 200 ($1.55), while its premium package costs KES 1,100 ($8.5). Although it lacks live sports, Netflix has become a popular choice for general entertainment. Showmax, another MultiChoice brand, charges KES 520 ($4) for its entertainment plan. However, its decision to shut down Showmax Pro—which once offered Premier League games—has frustrated households who prefer big-screen sports. Its replacement, a mobile-only sports plan at KES 450 ($3.5), has not had the same appeal.
Piracy also adds pressure. Football matches and premium shows are widely available on illegal apps and websites, undermining traditional pay-TV models. With MultiChoice’s Premier League broadcasting rights expiring this year, many Kenyan fans question whether renewing is worth it. They argue that high rights fees drive subscription hikes without delivering enough value to justify the costs.
For now, bars and hotels remain some of the last consistent users of DStv, but even they are testing out cheaper or unauthorised options to cut costs. Meanwhile, industry consolidation is reshaping the landscape. French broadcaster Groupe Canal+ has completed its takeover of MultiChoice, paying R125 ($7.20) per share to secure 46% ownership. Together, the companies now control a base of over 40 million subscribers across nearly 70 countries.
Still, the steep subscriber drop in Kenya highlights the reality: premium satellite TV is losing ground in a market that increasingly favours streaming, free-to-air television, and pirated content. Unless pricing strategies shift, the Kenya Pay-TV decline will deepen further, challenging MultiChoice’s ability to retain its once-dominant position.
