Pay-TV provider DStv has experienced one of its biggest subscriber declines in Kenya, with the provider losing more than 80% of its customers within a year.

Data from the Communications Authority of Kenya (CA) shows that the satellite television service user base dropped from 1.19 million active users in June 2024 to only 188,824 by June 2025.

​​CA notes that in general, Kenya’s entire pay-TV market lost nearly 76.9% of subscribers, signalling a dramatic shift in consumer preferences.

The CA defines an “active account” as one that has had at least one subscription in the past 90 days. 

The loss has been attributed to a series of price hikes by MultiChoice Kenya, the company behind DStv.

In November 2024, MultiChoice increased the Premium bouquet price from KES 10,500 ($82) to KES 11,000 ($86), while Compact Plus increased from KES 6,500 ($51) to KES 6,800 ($53).

By August 2025, Premium subscribers faced another hike to KES 11,700 ($91–95). Compact Plus climbed further to KES 7,300 ($56–60), Compact to KES 4,200 ($32–35), Family to KES 2,250 ($17–18), and Access to KES 1,450 ($11–12). The entry-level Lite package remained at KES 750 ($6).

MultiChoice has defended the hikes as part of what it says is “routine subscription review,” citing higher content acquisition costs, foreign exchange pressures, and inflation.

“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,” MultiChoice said in a statement in July this year.

“The company aims to keep these adjustments sustainable while continuing to provide quality services to its customers.” it added.

The big drop in active DStv accounts raises questions about the future of pay-TV in Kenya. With streaming platforms increasingly accessible, many households appear to be abandoning traditional television bundles altogether.

Overall, CA notes that Kenya’s entire pay-TV market lost nearly 76.9% of subscribers, signaling a dramatic shift in consumer preferences. Rivals Azam and Zuku also suffered the same fate, with Azam’s numbers falling by 63.1 percent to 30,095 and Zuku seeing a smaller 1.6 percent dip to 252,051 respectively.