MultiChoice is again adjusting its pricing structure, targeting the Kenyan market, just a few months after implementing similar hikes in Uganda and South Africa. Starting August 1, 2025, DStv and GOtv subscribers in Kenya will experience a fee increase, ranging from 4% to 7%. In a surprising counterbalance, Showmax subscribers can expect a reduction in their subscription costs across several plans.
The company attributes the price adjustments to rising operational expenses and the ongoing need to invest in local and international content. However, this price increase comes when many consumers are already feeling the pinch, with a growing sentiment that DStv and GOtv are becoming unaffordable. This perception is supported by statistics showing that MultiChoice has lost 1.2 million subscribers recently and reported an 8% decline in year-on-year earnings.
For DStv users, packages such as Access, Family, Compact, and Premium will see price hikes of at least US$0.77, with the Premium package now priced at US$90. GOtv’s adjustments reveal a mixed bag: while the GOtv Value package will drop prices, other plans, such as GOtv Max and Supa, will increase by US$0.77. The Lite and plans remain unchanged.
In a distinct turnaround, Showmax is decreasing its prices. In response to growing competition from platforms like YouTube, Netflix, and Prime Video, MultiChoice is lowering rates for Showmax’s entertainment and sports plans. For instance, the Premier League mobile-only plan will fall to US$3.50, while the General Entertainment mobile plan will now cost just US$1.50. This move underscores Showmax’s strategy to remain competitive as viewers shift away from traditional pay TV in favour of more affordable on-demand services.
The challenges for MultiChoice extend beyond competition, as the company is also grappling with significant currency fluctuations across Africa. Since 2023, it has lost 2.8 million subscribers and faced a staggering US$576 million loss attributed to the depreciation of African currencies against the dollar. Nigeria has been particularly affected, accounting for 77% of the group’s total subscriber decline between 2023 and 2025.
MultiChoice Nigeria recently incurred a US$510,000 penalty for breaching the country’s Data Protection Act, which further complicates matters. Navigating the challenging landscape of rising costs, subscriber losses, and regulatory issues while facing competition from streaming services and piracy presents a formidable challenge. Despite Canal+’s US$1.9 billion acquisition offer, the outlook remains uncertain for Africa’s largest pay-TV operator.
