In recent months, Kenya has witnessed a dramatic shift in consumer behavior in the pay-TV market. DStv, once the unrivaled household name for premium sports and entertainment content, has suffered a staggering loss of subscribers. Data shows that active subscriptions plummeted by more than 84% within a single year—from about 1.19 million in June 2024 to just 188,824 by June 2025.
At the heart of this mass exodus is one primary factor: affordability. Multichoice, the South African company behind DStv, has raised subscription fees repeatedly, pushing many loyal customers to the breaking point. The Premium bouquet, for instance, rose from Ksh 10,500 in 2024 to Ksh 11,700 by mid-2025. Other packages such as Compact Plus, Compact, and Family were also affected, leaving households with fewer affordable options.
For families already struggling with the high cost of living, these increases could not have come at a worse time. In a market where consumers are increasingly aware of alternatives—such as cheaper streaming platforms, local free-to-air channels, or even pirated online content—the idea of paying nearly Ksh 12,000 per month for television has become unsustainable.
The backlash has been swift and brutal. Consumers are voting with their wallets, and the message is clear: DStv’s pricing model no longer matches the economic realities of Kenyan households. The pay-TV giant’s steep decline highlights just how elastic this market is—when prices go up, customers quickly walk away.
This crisis coincides with a significant corporate shake-up. French media conglomerate Canal+ recently completed its takeover of Multichoice, acquiring the remaining shares and making its offer unconditional. While this move could introduce new strategies, the takeover comes at a time when trust in the DStv brand is at its lowest point. Kenyans are watching closely to see whether Canal+ will lower costs, offer more flexible packages, or diversify content in ways that justify the price.
The lesson here is simple but powerful: brand loyalty cannot survive unchecked price hikes in a competitive market. No matter how strong DStv’s sports coverage or international reputation may be, consumers will always prioritize value for money.
As Kenyans continue to ditch DStv, the future of pay-TV in the country hangs in the balance. Will Canal+ reinvent the service to win back subscribers, or is the decline irreversible in an era dominated by cheaper, more flexible digital platforms? Only time will tell, but for now, DStv’s fall serves as a cautionary tale of how quickly a giant can stumble when it loses touch with its audience.
