DStv and GOtv Subscribers Plummet in Kenya Amid Market Contraction
The Kenyan pay-TV market is undergoing a significant transformation, with MultiChoice, the parent company of DStv and GOtv, experiencing a substantial loss of subscribers. Recent data from the Communications Authority of Kenya (CA) indicates a dramatic shift away from traditional pay-TV services, signaling a changing landscape for entertainment consumption in the country.
Dramatic Subscription Decline for MultiChoice Services
According to the CA’s latest figures, DStv subscriptions in Kenya have plummeted to 188,824 by June 2025, a stark contrast to the 1.2 million subscribers recorded in the previous year. GOtv, another MultiChoice offering, has also suffered a considerable decline, with subscriptions falling to 314,520 from 2.8 million over the same period. These figures reveal that MultiChoice alone accounts for the major share of the 77% contraction within Kenya’s broadcasting market over the past year. The shift highlights a record exodus from traditional pay-TV platforms by Kenyan households. The digital terrestrial TV sector, where GOtv operates, witnessed the steepest decline, with total subscriptions decreasing by 89% year-on-year. Competitor StarTimes also experienced a downturn, dropping to 492,330 subscribers from 1.7 million. Direct-to-home satellite subscriptions also saw a 67% decrease, with DStv suffering the most significant losses. Conversely, Wananchi Group’s Zuku cable business was the only major provider to experience growth, with subscriptions rising by 20% to over 64,000.
Factors Contributing to the Shift
Several factors may be contributing to the current situation. One prominent reason could be the repeated price hikes by MultiChoice. Over the past three years, the company has increased subscription fees five times. DStv Premium, its most expensive bouquet, now costs around KES 11,700 (approximately $91) per month. This pricing strategy could be pushing consumers toward more affordable alternatives, including streaming services or free-to-air options. The decline also reflects wider shifts in the African tech and media landscape, with internet penetration increasing and alternative content platforms gaining popularity.
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