Is Your Pay-TV Subscription Still Worth the Money?
Every month, Kenyan households have to make choices about where their money goes. Rent, school fees, transport, food and internet bundles all compete for attention. Entertainment is also part of that conversation.
Increasingly, households are asking a simple question: is the television subscription still worth paying for?
The numbers suggest that more people are reconsidering their options. Kenya’s pay-TV market lost 85,177 active subscriptions in the first three months of 2026, representing a 5.1% decline in one quarter, according to the Communications Authority.
The decline affected almost every operator. This suggests that the challenge goes beyond competition from streaming platforms. It also reflects changing expectations about what viewers should get from a monthly subscription.
For many households, the decision now comes down to three things: price, choice and content.
It’s Not Just About Paying Less
When people cancel a subscription, it is easy to assume that the price has become too high. While affordability matters, it is not the only consideration.
A subscription can be affordable but still feel like poor value if it does not offer the programmes people want to watch.
On the other hand, households may be willing to pay more when they can clearly see what they are getting in return.
This means pay-TV providers have to think beyond lowering prices. They need to offer packages that reflect different household needs and make the benefits of each option clear.
Viewers Want More Control Over What They Pay For
Not every household watches television for the same reasons.
Some people mainly want local entertainment and news. Others follow international football, while families may prioritize children’s programmes and general entertainment.
The challenge for providers is to make these choices easier.
Rather than expecting every subscriber to pay for the same combination of channels, packages need to reflect different viewing habits and budgets.
More choice also needs to come with clarity. Customers should be able to understand what each package offers and decide whether it suits their needs.
Content Still Makes the Difference
Even with the growing popularity of streaming platforms, content remains central to the pay-TV experience.
Live football, major sporting competitions, local productions, movies and family entertainment can all influence whether a household keeps its subscription.
However, viewers now have more platforms competing for their attention. They are comparing not just the content available, but also how much it costs to access it.
For providers, having a large channel catalogue is no longer enough. The content must be relevant to the people paying for it.
DStv Responds With a New Approach
MultiChoice, which has operated DStv in the market for three decades, is now responding to these changing expectations through its DStv Expect More strategy.
The initiative focuses on greater choice, flexibility and value, with offerings designed around different viewing preferences, including sports, movies, series and family entertainment.
In Kenya, this has involved consolidating six package tiers into a simpler selection of around four, alongside lower entry prices.
The changes come under new ownership following French media group CANAL+’s takeover of MultiChoice in September 2025.
The package changes will test whether simpler options and more accessible pricing can help make pay-TV relevant to households that are increasingly careful about their monthly spending.
The Future of Pay-TV Depends on Value
Kenyan viewers are becoming more deliberate about how they spend their money. That expectation is unlikely to disappear, even when household financial pressures change.
For pay-TV providers, the challenge is to keep giving subscribers a convincing reason to stay.
That means offering fair pricing, meaningful choices and content people actually want to watch.
Ultimately, viewers are not necessarily looking for the cheapest subscription. They want one that makes sense for their household and gives them value for every shilling spent.
By Nzola Miranda
Chief Executive Officer at MultiChoice Kenya, a CANAL+ company.
