MultiChoice, the continent's leading pay-TV operator, has implemented its latest round of price adjustments for DStv and GOtv subscribers in Kenya, a move effective from Monday, August 1, 2025, that underscores the complex economic pressures and evolving consumer habits shaping East Africa's media market. The annual review saw subscription fees for most DStv packages increase by between 4% and 7%, while its streaming service, Showmax, saw price reductions, signaling a strategic pivot towards capturing the burgeoning digital audience.

The DStv Premium package in Kenya now costs KES 11,700, an increase of KES 700, while the Compact Plus package rose by KES 500 to KES 7,300. Similar increases were applied to the Compact, Family, and Access tiers, with only the DStv Lite package remaining unchanged at KES 750. In a statement released on Monday, July 8, 2025, MultiChoice attributed the changes to rising operational costs and continued investment in content. This marks the fifth price adjustment in under three years, a period in which the company has faced stiff competition from alternative entertainment sources.

A Tale of Two Markets: Kenya and Tanzania

A comparative look at the Tanzanian market reveals a different packaging and pricing strategy, tailored to local consumer segments. DStv Tanzania's top-tier Premium package is priced at TZS 189,000 (approximately KES 9,850), while its entry-level offering, DStv POA, costs just TZS 11,500 (approximately KES 600). Tanzania features unique mid-tier packages like 'Shangwe' (TZS 40,000) and 'Bomba' (TZS 27,500), which prioritize local content like Maisha Magic Bongo alongside international offerings. This contrasts with Kenya's more standardized package structure, highlighting MultiChoice's nuanced approach to navigating the diverse economic landscapes of the East African Community.

This strategy comes against a backdrop of significant headwinds for the traditional pay-TV model. According to its financial results for the year ending March 31, 2025, MultiChoice Group's linear subscriber base across Africa declined by 1.2 million, an 8% year-on-year drop. The company reported a 15% decline in subscribers in Kenya, citing macroeconomic strain, competition from free-to-air channels, and the rise of piracy.

The Streaming Revolution

The core challenge for incumbents like DStv is the rapid consumer shift to Over-the-Top (OTT) streaming services. A September 2025 report from the Communications Authority of Kenya (CA) revealed a dramatically smaller pay-TV market than previously understood after switching its measurement to "active subscriptions." The data showed active satellite (DTH) subscriptions, DStv's category, stood at just 602,706. This contraction coincides with explosive growth in digital media.

According to a PwC 'Africa Entertainment & Media Outlook 2025–2029' report, Kenya's OTT market is projected to grow at a compound annual growth rate (CAGR) of 11.2%. This is fueled by expanding internet access and a young, mobile-first population. In Tanzania, internet penetration reached 82.6% by September 2025, with over 56 million subscriptions, overwhelmingly mobile-based. This digital transition is forcing a strategic rethink.

MultiChoice is actively responding by bolstering its own streaming service. While increasing DStv prices, the company simultaneously cut prices for Showmax, with some bundled plans in Kenya reduced by as much as KES 200. The strategy appears to be yielding results; the company's financial reports show that while linear subscribers are declining, active paying Showmax subscribers grew by 44% year-on-year. This dual approach—adjusting prices on its legacy satellite product while aggressively promoting its streaming alternative—highlights a company in transition, attempting to retain its premium broadcast audience while capturing a new generation of digital-native consumers across East Africa.