MultiChoice Kenya has reported a significant decline in its subscriber base, dropping by 15% over the past year. This trend reflects a broader contraction in the pay-TV market across Africa, driven by economic pressures, rising subscription costs, and stiff competition from both legal and illegal streaming alternatives.
The company attributes much of the subscriber loss to the tough economic environment. With inflation, rising utility bills, and a high cost of living, many Kenyan households are cutting back on non-essential spending, including pay-TV subscriptions. MultiChoice’s price hikes across its DStv and GOtv packages have also made it harder to retain customers, especially in middle and lower-income segments.
Across Africa, MultiChoice saw a drop of approximately 1.8 million subscribers, with Kenya accounting for a 15% share of that decline. Zambia, one of the most affected markets, recorded a staggering 60% reduction in subscribers. Despite these challenges, there was a slight uptick in DStv’s Kenyan numbers early in 2025, attributed to the struggles of competitors like Azam TV, which lost over two-thirds of its local subscriber base.
In response to the shifting consumer landscape, DStv is exploring the launch of a standalone SuperSport streaming package. The proposed offering would cater specifically to sports enthusiasts who are currently forced to pay for full DStv bundles just to access premium sports content. This move is seen as an effort to tap into the growing market of budget-conscious viewers who still crave live sports, especially football, but are unwilling to pay for general entertainment channels they rarely use.
Currently, DStv Premium in Kenya offers access to all 16 SuperSport channels at around KES 11,000 per month. A dedicated SuperSport-only bundle would offer a more affordable alternative, potentially attracting a younger, tech-savvy audience that prefers streaming and flexibility over traditional pay-TV models.
At the same time, MultiChoice is betting on the revamped Showmax platform to strengthen its digital footprint.
As the battle for viewers intensifies, MultiChoice must balance pricing, product innovation, and service quality to retain its position in a highly competitive and rapidly evolving Kenyan media landscape.
