Kenya’s pay-TV market has registered a strong recovery in the first quarter of the 2025/26 financial year, driven by a surge in subscriber numbers for MultiChoice Kenya’s flagship brands, DStv and GOtv.
According to the latest Sector Statistics Report by the Communications Authority of Kenya (CA), total broadcasting subscriptions grew by 13.7 percent to hit 1.68 million active users by the end of September 2025, up from 1.47 million in the previous quarter. The report attributes this double-digit growth to aggressive customer acquisition strategies, the widespread availability of affordable decoders, and a renewed demand for premium content as broadcasters adapt to a digitally competitive landscape.
MultiChoice Kenya was a primary driver of this sector-wide expansion, with both its terrestrial and satellite offerings posting double-digit gains. In the Digital Terrestrial Television (DTT) segment, GOtv saw subscriptions jump by 41.2 percent, adding over 129,000 new customers to close the quarter at 444,007 active users. This growth was fuelled by flexible pricing packages and localized content strategies that have resonated with mass-market consumers.
The Direct-to-Home (DTH) satellite segment also grew by 13.9 percent overall. DStv led this charge with a remarkable 43.0 percent surge, moving from 188,824 subscribers in June to 270,017 by September. Analysts point to the return of major sporting leagues, such as the English Premier League (EPL) in August, as a key catalyst for this uptake. The CA report noted that this momentum continues to be driven by widespread access to cost-effective set-top boxes and localized content.
This quarter’s performance marks a critical turnaround for the pay-TV giant, coming just months after a steep statistical decline in reported subscriber numbers. In the previous quarter ending June 2025, the CA revised its methodology to count only “active subscriptions”, defined as accounts that had generated revenue within the last 90 days. This shift in reporting, combined with a difficult economic climate and multiple price hikes over the last three years, had seen reported figures for DStv plummet to a low of 188,824.
The current rise to 270,017 subscribers for DStv represents not just growth, but a stabilization of the user base. It suggests that despite the high cost of living and the implementation of new price tiers in August 2025, a significant portion of the premium customer base remains loyal to the brand’s sports and entertainment value proposition.
Furthermore, the market has seen intensified competition from streaming giants like Netflix. MultiChoice has responded by pivoting toward a hybrid model, investing heavily in its own streaming platform, Showmax, while using its satellite service to retain households that prefer linear TV for live sports and news.
The CA report highlights that the growth in traditional pay-TV is now happening in tandem with Kenya’s deepening digital ecosystem. Rising smartphone penetration and improved internet bandwidth are facilitating a shift toward “hybrid consumption,” where households utilize both traditional decoders and online streaming services. Industry experts observed that broadcasters are increasing investments in local content production, a trend that continues to deepen audience loyalty, with homegrown drama series becoming major subscription drivers alongside sports.
As the financial year progresses, the focus will likely shift to retention. With the festive season approaching—typically a peak period for pay-TV uptake, analysts expect broadcasters to leverage bundled offers to keep these new subscribers active in an increasingly price-sensitive market.
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