DStv slashes Kenya prices as Canal+ tries to revive subscriber growth

MultiChoice Group, the African pay-TV operator owned by France’s Canal+, is cutting the price of its top DStv package in Kenya by 38%, betting on lower subscription charges to win back viewers.

From November 5, DStv will replace six packages with four, priced from KES 750 ($6) to KES 7,300 ($56) a month, according to a statement seen by TechCabal. The changes put Canal+’s turnaround strategy to the test in a market where customers have alternatives in internet-based television and where premium sports rights costs make lower subscription prices harder to sustain.

The new Ultimate package will cost KES 7,300 ($56), down from KES 11,700 ($90) for the existing Premium tier. The new Sports package will cost KES 3,000 ($23), down from KES 4,200 ($33) for Compact. Select will cost KES 1,500, down from KES 2,250 for Family, while Starter will cost KES 750 ($6), down from KES 1,450 ($ 11) for Access.

The biggest cash-terms saving is for Premium subscribers, who would save KES 4,400 ($34) a month, or KES 52,800 ($407) a year, by moving to Ultimate. The new Sports package will carry every Premier League and UEFA Champions League match, plus UFC and WWE, making live sport cheaper than before.

The package changes also remove Compact Plus and Lite from the existing line-up. MultiChoice did not say how customers on those tiers will move to the new packages, leaving it unclear how much some subscribers will save or whether their channel selection will change.

New customers can buy a decoder, satellite dish, and installation for KES 2,000 ($15), according to the company. DStv is also introducing the new packages on its streaming service, giving customers another way to access the service without relying on a satellite installation.

Existing satellite subscribers can also link their smartcard numbers to a DStv Stream account, DStv Kenya said in a post on X on Monday. Customers can register up to four devices, although only one can stream at a time.

“This marks a defining moment in our 30-year journey in Kenya; for the first time, we have undertaken a comprehensive review of our entire product portfolio,” Nzola Miranda, chief executive officer of MultiChoice Kenya, said. “This is more than a change in packaging and pricing; it represents a renewed commitment to delivering greater value, more choice, and an entertainment experience that meets our customers where they are today.”

The price cuts come as Canal+ tries to reverse pressure on MultiChoice’s subscriber base and finances. MultiChoice ended 2025 with 14.4 million subscribers across Africa, down from 14.9 million, according to reported figures. Canal+ has committed about €100 million ($112 million) to a turnaround plan, closed the Showmax streaming service and said MultiChoice would post a loss of about €140 million ($157 million) in 2026.

The price cuts could put pressure on MultiChoice’s subscription revenue. A 38% reduction in the price of its most expensive package means it would need about 61% more subscribers at the new rate to earn the same revenue, according to TechCabal’s estimates. For Compact, a 28.6% price cut would require about 40% more subscribers to make up the difference, assuming all customers pay the full monthly price.

The calculations do not account for subscribers moving between packages, promotions, or changes in viewing habits. They also do not establish whether the wider business will earn more or less. MultiChoice has not disclosed its Kenyan subscriber targets, package-level margins, or the expected financial impact of the new prices

Putting every Premier League and Champions League match in a KES 3,000 ($23.1) package gives football fans access to competitions previously split across more expensive tiers. It may also make the package more attractive to customers who had downgraded or cancelled. But the company must still pay for the rights while collecting less from each subscriber who moves to a cheaper package.

Kenya’s latest pay-TV figures offer some grounds for optimism, though the market remains competitive. Data from the Communications Authority of Kenya (CAK) show that MultiChoice had 259,047 satellite television subscriptions in June, including 189,871 for DStv. MultiChoice’s satellite services figure grew 37% from the previous year and 4.4% from March, suggesting a recovery before the new prices take effect.

Across the wider market, the regulator counted about 1.55 million broadcasting subscriptions in June. Digital terrestrial television providers GOtv and StarTimes together had 874,777 subscriptions, while satellite operators and cable providers served the rest. StarTimes remains a major competitor, alongside cable operator Wananchi, which runs Zuku.

The challenge extends beyond traditional pay-TV rivals. The Communications Authority reported 54.9 million mobile broadband subscriptions and 52.3 million smartphones in June. Average mobile data use per subscription rose to 17 GB from 13.5 GB a year earlier, while fixed internet subscriptions increased 32% over the year to 2.84 million.

These connections give more Kenyans the means to watch video over the internet, even as data costs and access to reliable broadband remain constraints for some households. DStv’s streaming service gives MultiChoice a route to customers who do not want a satellite dish. However, it competes for attention with other online video services and the wider range of content available on the internet.

Canal+ is betting that a lower entry price, more accessible live sport and a simpler package line-up will persuade more Kenyans to pay for DStv.

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