Kenya's pay-TV market experienced a significant decline in subscriptions during the first quarter of 2026. According to the Communications Authority, the country lost 85,177 active pay-TV subscriptions, representing a 5.1% drop from the previous quarter. This decline was observed across almost all operators, indicating that the trend is not limited to competition from streaming services but reflects broader concerns about price, choice, and content relevance.
The changing landscape of Kenya's pay-TV market has been influenced by shifting consumer preferences. Analysts note that Kenyan households now assess pay-TV based on four key factors: price, perceived value, choice, and specific content. This shift in consumer behavior has led operators to reevaluate their strategies and offerings. MultiChoice, the operator of DStv, has responded to these changes by piloting a new package structure called "DStv Expect More."
The new "DStv Expect More" package structure consolidates six existing tiers into roughly four clearer options with lower entry-level pricing. This overhaul follows Canal+'s acquisition of MultiChoice in September 2025, making Kenya a key test market for the new owner's strategy to align price, flexibility, and content with household preferences. The new bundles are targeted at distinct viewer groups, including movie lovers, series fans, sports households, and families.
The new package structure is designed to provide more flexibility and choice for consumers. The source stresses that value is not solely about price; households compare what they pay with the relevance of the content and features they receive. They are willing to pay more for programming that matches their specific interests. This approach acknowledges that content remains central to perceived value, with viewers prepared to accept higher fees for exclusive events, popular local productions, or family-wide programming.
The success of the new package structure will depend on its ability to provide meaningful choices for consumers. The source emphasizes that choice must be meaningful, offering options that align with how families watch, whether they prioritize local news, children's shows, or live sport. By providing more tailored options, MultiChoice aims to increase customer satisfaction and loyalty.
The decline in pay-TV subscriptions in Kenya reflects broader trends in the global media landscape. As streaming services continue to gain popularity, traditional pay-TV operators are under pressure to adapt and evolve. In Kenya, the Communications Authority's data suggests that the pay-TV market is undergoing a significant transformation, with consumers increasingly seeking more flexible and affordable options.
The impact of the new package structure on Kenya's pay-TV market remains to be seen. However, with Canal+'s acquisition of MultiChoice, the company is well-positioned to drive growth and innovation in the market. As the pay-TV landscape continues to evolve, operators will need to prioritize flexibility, choice, and content relevance to remain competitive.
Key points
- MultiChoice has launched a new 'DStv Expect More' package structure in response to a 5.1% decline in pay-TV subscriptions in Kenya.
- The new package structure consolidates six existing tiers into four clearer options with lower entry-level pricing.
- The decline in pay-TV subscriptions reflects broader concerns about price, choice, and content relevance in Kenya's pay-TV market.
