Multichoice Africa. Photo/Courtesy
By Daisy Okiring
DStv has lost more than 80 percent of its Kenyan subscribers within a year, signaling one of the sharpest declines in the country’s pay-TV market. According to new data released by the Communications Authority of Kenya (CA), active accounts dropped from 1.19 million in June 2024 to just 188,824 by June 2025.
The CA defines an active account as one renewed within the past 90 days. This steep fall reflects wider troubles in the pay-TV sector, where total active users fell by almost 77 percent in the same period. Industry experts say rising subscription costs, changing consumer habits, and the growth of streaming services are reshaping the entertainment landscape.
Rising costs and consumer backlash
DStv, owned by MultiChoice Kenya, has implemented several price hikes over the past year. In November 2024, the Premium bouquet cost Sh10,500, but by August 2025 it had risen to Sh11,700. Similarly, the Compact Plus package went up from Sh6,500 to Sh7,300. Even the more affordable Compact bouquet increased from Sh3,600 to Sh4,000.
These price changes came at a time when many households are struggling with high living costs and stagnant incomes. Families, forced to prioritize essential spending, have been quick to cut back on non-essential services like pay-TV. “Kenyans are voting with their wallets, and pay-TV is no longer a priority,” said a Nairobi-based media analyst.
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The decline is also linked to the rise of streaming platforms such as Netflix, Showmax, and YouTube, as well as free or pirated services. These alternatives allow viewers to access entertainment more cheaply, often with flexible viewing options on smartphones and smart TVs.
Market impact and competitor struggles
The decline in DStv subscribers has also pulled down the overall market. Data shows that competitors are facing similar struggles. Azam’s active subscribers dropped by 63.1 percent to 30,095 over the same period, while Zuku saw a smaller decline to 252,051. StarTimes, another key player, has also faced mounting competition from digital platforms.
In an attempt to retain customers, MultiChoice rolled out promotions such as upgrading subscribers on lower tiers like Access to higher packages at no extra cost. However, these incentives have not been enough to slow the exodus.
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Industry observers warn that if the trend continues, Kenya’s pay-TV sector could shrink further, leaving traditional providers with little room to compete against cheaper, more flexible online platforms. “This is not just a DStv problem — it’s a market-wide disruption,” noted a regional broadcasting expert.
For millions of Kenyans, the shift marks a new era of television consumption, one in which streaming is replacing traditional pay-TV at an unprecedented pace.
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