MultiChoice Kenya Reduces Decoder Prices to Attract New Subscribers Amidst Declining Market

In a strategic move to regain its foothold in the competitive pay-TV landscape, MultiChoice Kenya has significantly lowered the prices of its DStv and GOtv decoders during the festive season. This initiative aims to attract fresh subscribers following a steep loss of over three million customers within the last year.

Discounted Decoder Prices and Equipment Offers

Prospective customers can now purchase a DStv Zapper decoder for just KES 850 (approximately $6.60), a notable reduction from the previous KES 1,199 ($9.30). Similarly, GOtv decoders are available at KES 799 ($6.20), down from KES 999 ($7.70). Additionally, dish kits and antennas have been marked down, with these promotional prices valid through December 2025.

Regional Price Adjustments Reflect Broader Strategy

This pricing adjustment aligns with similar reductions implemented in South Africa, where MultiChoice-now fully owned by the French media conglomerate Canal+-cut the retail price of its HD DStv decoders by 30%. Moreover, the company slashed prices by over 40% on its newly launched DStv online store, signaling a continent-wide effort to boost accessibility.

Subscriber Decline Across Africa and Kenya’s Market Contraction

According to MultiChoice’s financial report for the fiscal year ending March 2025, the company experienced a loss of 2.8 million active TV subscribers across Africa over two years. South Africa accounted for half of this decline, with an 8% drop in DStv subscriptions in 2025 alone.

Kenya’s market has been particularly hard hit. DStv subscriptions plummeted from 1.2 million to just 188,824 by mid-2025, while GOtv’s subscriber base shrank drastically from 2.8 million to 314,520, as reported by the Communications Authority of Kenya. Together, these brands contributed to a 77% contraction in the country’s broadcasting sector.

Overall, MultiChoice has lost more than six million subscribers across Africa in less than two years, marking the most challenging period in the company’s history.

Emerging Competition and Market Challenges

Industry experts highlight that the decline is driven by a shift in consumer preferences toward more affordable and flexible entertainment options. For instance, Netflix’s mobile subscription plan is priced at KES 200 ($1.55) monthly, closely matched by Showmax-MultiChoice’s own streaming service-which offers an entertainment package starting at KES 200 ($2). Additionally, the proliferation of pirated sports broadcasts and the availability of free-to-air channels have further eroded MultiChoice’s market share.

Impact of Frequent Price Hikes on Customer Loyalty

Repeated subscription fee increases have also contributed to customer attrition. Over the past three years, MultiChoice has raised its prices five times in Kenya, with the DStv Premium package now costing approximately KES 11,700 ($91) per month, a rate that many loyal users find prohibitive.

Company’s Response and Future Outlook

Nzola Miranda, Managing Director of MultiChoice Kenya, emphasized that the festive season discounts are designed to “simplify access for families to enjoy their favorite content.” This approach reflects the company’s commitment to adapting to evolving market dynamics and consumer needs.

Additional Context: The Pay-TV Industry’s Evolution

As digital streaming platforms continue to gain traction across Africa, traditional pay-TV providers like MultiChoice face mounting pressure to innovate. The rise of mobile internet penetration and affordable smartphones has accelerated the shift toward on-demand content consumption, compelling legacy broadcasters to rethink their pricing and service delivery models.