NAIROBI, Kenya — DStv Kenya has experienced one of its steepest subscriber declines in recent history, losing over 80 percent of its customer base within a single year. According to fresh data from the Communications Authority of Kenya (CA), the satellite television service’s active subscribers dropped from 1.19 million in June 2024 to just 188,824 by June 2025, an 84 percent decline that highlights the mounting financial pressure on households.
This collapse in subscriber numbers has been closely linked to a series of price increases implemented by MultiChoice, the company behind DStv.
The most recent adjustment in August 2025 raised subscription fees by up to Ksh 700 across various packages, marking the third such increase in just over a year.
Even the lowest-priced tiers were affected, straining household budgets already burdened by high costs of living, including food, fuel, and utilities.
In a statement defending its strategy, MultiChoice described the increases as part of a routine review.
“These changes are part of MultiChoice’s annual subscription review, conducted with great care to ensure customers receive the best of both local and international content,” the company said.
It further explained that rising costs in content acquisition, production, and broadcasting rights—particularly for premium sports—made the adjustments unavoidable.
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The figures underscore the acute price sensitivity of Kenyan households. With disposable incomes under pressure, many families are abandoning traditional pay TV in favor of more affordable alternatives.
Streaming platforms like Netflix and Showmax, along with various free streaming websites and YouTube, are gaining popularity.
Younger viewers, in particular, are increasingly opting for on-demand entertainment accessed through smartphones, favoring platforms like TikTok, Snapchat, and Instagram over traditional satellite services.
This market turbulence comes as MultiChoice undergoes significant corporate changes following its recent acquisition by French media giant Canal+. While the acquisition is expected to bring new investment and content partnerships, the stark Kenyan subscriber numbers highlight the urgent need for new strategies to stabilize operations.
Analysts warn that without more affordable or mobile-friendly packages, MultiChoice risks losing even more ground to its burgeoning rivals.
