In a dramatic turn for Kenya’s broadcasting sector, Kenyans are ditching DStv in droves—subscriptions plunged from about 1.2 million to just 188,824 in the span of a year, according to the Communications Authority of Kenya. Meanwhile, GOtv fell from 2.8 million to 314,520, contributing heavily to the 77% contraction of Kenya’s pay-TV market.

This sharp decline shows more than just churn—it underscores a changing media landscape and consumer frustration with rising costs. Many viewers have cited repeated price hikes by MultiChoice as a breaking point. The DStv Premium package, for instance, now goes for KES 11,700 per month, up from KES 7,500 in 2022.

Kenyans are ditching DStv not only because of cost, but also because alternatives are becoming increasingly appealing. Netflix, with its mobile plan starting at KES 200, and Showmax’s entertainment plans (around KES 520) are helping to lure audiences away from traditional satellite TV subscriptions.

The steepest losses came in digital terrestrial TV (GOtv), which sank by 89% year-on-year, while direct-to-home (DStv) fell by 67%. StarTimes also saw heavy losses, going from 1.7 million to 492,330.

Multichoice’s strategy of frequent price adjustments hasn’t helped. From April 2024 to mid-2025, they raised subscription costs multiple times, which many customers say they can no longer absorb. One ex-subscriber, Paminus Osike, summed it up plainly:

“Take away the bars, restaurants, a few offices, and the neighbourhood football shacks, and there’s no one left. The moment they started selling dishes on the street, it was clear where things were headed.” TechCabal

Piracy looms large as well. Premium shows and football matches are widely accessible via illegal apps and streaming sites, further eroding DStv’s value proposition in Kenya.

Amid all this, MultiChoice is responding. From August 1, 2025, new subscription fees will see increases between 4% and 7% for DStv and GOtv packages. Conversely, Showmax is reducing some mobile streaming rates to remain competitive, attempting to capture the streaming-leaning audience.

Then there’s the corporate shakeup: French broadcaster Canal+ recently acquired a controlling stake in MultiChoice (46%), injecting a new dynamic into how the company may reposition itself across Africa.

The bottom line? Kenyans are ditching DStv because the traditional pay-TV model is failing to keep pace with evolving consumer expectations, fierce streaming competition, and shrinking wallet power. MultiChoice faces a tough road ahead to win back trust and relevance in this new media era.

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