DStv Kenya has suffered a staggering loss of more than 1 million subscribers within a single year, following a series of steep price increases that left many viewers unable to keep up.
According to new data from the Communications Authority of Kenya (CA), MultiChoice, the parent company of DStv and GOtv, saw its subscriber base plunge from 1.19 million active users as of June 30, 2024, to just 188,824 by June 30, 2025. The 84 percent decline marks one of the sharpest customer exits in Kenya’s pay-TV history.
What led to DStv Kenya’s massive subscriber loss?
The sharp decline has been tied directly to relentless price hikes over the past year. In August 2025, MultiChoice raised subscription costs by up to Sh700, just months after a November 2024 increase of up to Sh500, and an earlier hike in April 2024.
Premium subscribers were hit hardest, with the package now costing Sh11,700, up from Sh11,000 earlier this year and Sh10,500 in 2024. Compact Plus customers saw their fees jump to Sh7,300 from Sh6,800, while Compact subscribers are now paying Sh4,200 compared to Sh3,900 last year. Even Family package users, traditionally the most affordable tier, felt the pinch as their monthly bill rose to Sh2,250, up from Sh2,100.
Within nine months, the Premium package alone saw a Sh1,200 increase, creating widespread frustration among loyal customers.
How has MultiChoice responded to the backlash?
In its official statement, MultiChoice defended the increases, saying:
“These changes are part of MultiChoice’s annual subscription review, which is conducted with great care to ensure customers receive the best of both local and international content. The company aims to keep these adjustments sustainable while continuing to provide quality services to its customers.”
Despite the explanation, the rapid exodus of subscribers highlights a growing disconnect between pricing strategies and market realities. As competition from streaming platforms like Netflix, Showmax, and YouTube continues to intensify, many Kenyans appear unwilling to shoulder the rising costs of traditional pay-TV.
With millions already gone, the big question remains whether DStv Kenya can rebuild its base or if this signals the beginning of a permanent shift in how Kenyans consume entertainment.
By Yockshard Enyendi