As the entertainment landscape rapidly evolves, traditional pay-TV companies in Kenya are feeling the pressure of an increasingly digital world. A significant report from the Kenya National Bureau of Statistics (KNBS) shows that employment in cable television operators decreased by 8.9%, to 398 workers in 2025. This decline mirrors the broader shift in consumer preferences, with more households opting for internet-based entertainment over traditional pay-TV subscriptions.
For the first time, digital television usage in Kenya has declined, with direct-to-home satellite subscriptions plummeting by 57.2% to 681,600, while active digital terrestrial television subscribers dropped an alarming 79.4% to 932,500. These statistics paint a clear picture of a seismic shift in how Kenyans consume television content, as reported by KNBS. “The decline in employment among cable TV operators reflects changing market dynamics, as consumers increasingly shift towards online streaming services,” the report stated.
The swift move away from traditional cable and satellite services towards platforms like Netflix, YouTube, and Showmax is undeniable. Major industry players, including Zuku, StarTimes, and MultiChoice—operators of DStv and GOtv—are grappling with heightened competition from affordable, on-demand digital alternatives.
Younger viewers, especially, favour flexible, mobile-first viewing options over fixed subscription packages tied to decoders and scheduled programming, underscoring a significant shift in consumer tastes. This transition has been further accelerated by the lowering of entry barriers to streaming services, spurred by advancements in internet and smartphone adoption.
Streaming services are gaining momentum as price-conscious consumers facing rising living costs find these platforms increasingly appealing. With on-demand viewing and personalised recommendations, these services cater to consumer needs in ways that traditional pay-TV cannot match. Furthermore, the expansion of Kenya’s fibre and mobile broadband networks has made it easier for households to access high-quality video content online.
Interestingly, while the pay-TV sector suffers, telecom companies are reaping the rewards of this streaming boom. Their revenues increased by 10.7% to US$3.3 billion during the same period, even as new investments from these firms fell by 5.8% to US$517 million.
In response to the changing dynamics, MultiChoice confirmed an overhaul of its DStv pricing strategy in April, ending the long-held practice of annual inflation-based subscription hikes. The company is also introducing various changes to remain competitive, including substantial hardware price reductions of up to 57%, integrating Showmax content into DStv Stream, and launching a bill-splitting feature on the MyDStv app.
As the entertainment landscape continues to evolve, the shift from traditional pay-TV to streaming services is likely to persist, posing significant challenges for established providers while opening new avenues for telecom companies.
