DStv Kenya suffers 80% subscriber drop in 1 year losing nearly 1 million active accounts

One of MultiChoice‘s services, DStv, has recorded an 80% drop in subscriber base within a year. The data, which covered periods between July 2024 and June 2025, is regarded as one of its biggest losses in Kenya. 

According to data from the Communications Authority of Kenya (CA), the pay-TV provider witnessed a significant drop from 1.19 million active subscribers in July 2024 to 188,824 in June 2025. Per CA’s measure, an active account must have at least one subscription in the past 90 days.

The development seems to be a general issue. CA noted that Kenya’s pay-TV market has lost about 76.9% subscribers, representing the impact of a shift in customer preference from pay-TV to streaming platforms. Local rivals such as Azam and Zuku suffered the same fate, with Azam’s numbers falling by 63.1% to 30,095 and Zuku seeing a smaller 1.6% dip to 252,051.

The likes of Netflix, YouTube, and reels on TikTok, Instagram and Facebook have gathered users from pay-TV companies within the past two years. 

Notably, DStv’s woes can be attributed to recent subscription adjustments across its African markets.

Within the 9 months, MultiChoice increased the subscription price twice in Kenya. In November 2024, MultiChoice increased the Premium bouquet price from $82 to $86, while Compact Plus increased from $51 to $53.

In August 2025, Premium subscribers faced another hike to $91–95. Compact Plus climbed further to $56–60,  Family to $17–18, and Access $11–12. However, the entry-level Lite package remained at $6.

While commenting on the hike across its market, MultiChoice noted that it’s part of a routine subscription review based on inflation and foreign exchange. 

“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.” MultiChoice said in July. 

Also Read: Canal+ seals $3.17bn MultiChoice takeover with new CEO, board announcements.

MultiChoice/DSTv woes across Africa 

MultiChoice has lost ground in Africa with a significant dip in active subscribers over the last two years. 

In its year-end report for the period ending March 31, 2025, the company revealed that it has lost 1.4 million subscribers in the last two years. In addition, it revealed that Nigeria accounted for 77% of the subscriber loss recorded across its Rest of Africa (RoA) operations between 2023 and 2025. 

Further breakdown shows that Multichoice RoA’s subscriber base slumped to 8.1 million in 2024 from 9.3 million recorded in 2023, representing a 1.2 million (-13%) drop in customers. However, figures for the 2025 financial year show a 7% decline from 8.1 million to 7.5 million subscribers.

For the Nigerian market, it’s a similar case in relation to the Kenyan market.

MultiChoice Nigeria had increased its DStv and GOtv subscription prices three times within the two years. In the same language, the company blamed several factors, including high inflation, power grid collapse, and fuel scarcity, for the subscriber loss in the country.

In Ghana, the price hike faced strong rejection.

Following the price adjustment, the Ghanaian government issued a firm ultimatum to MultiChoice Ghana in August, ordering the company to cut DStv subscription prices by 30% before August 7 or face suspension of its broadcasting license. The directive also carried a daily fine of GHC 10,000 for non-compliance.

The government argued that Ghanaians pay $83 for the premium bouquet compared to $29 in Nigeria. However, MultiChoice noted that prices are fixed in relation to inflation and foreign exchange flows. In early September, MultiChoice Ghana agreed to reduce its subscription prices following intense regulatory pressure. 

For MultiChoice, its acquisition by the French Media giant Canal+ will work on revolutionary strategies. Beyond the dip in subscription is the shift in customers’ tastes. With fresh leadership at the wheel, it will look to bank on its infrastructure to reclaim lost ground in Africa.