DStv is grappling with sharp subscriber losses across Africa, with Kenya and Ghana emerging as flashpoints in 2025, as rising subscription costs trigger customer flight and regulatory scrutiny.
In Kenya, active subscriptions collapsed by more than 84% year-on-year, falling from 1.19 million in June 2024 to just 188,824 by June 2025, according to data from the Communications Authority of Kenya.
The steep decline followed three consecutive price hikes by MultiChoice, the parent company of DStv, which pushed the Premium package to Ksh11,700 (about GH₵ 1,118.38) from Ksh10,500 (about GH₵ 1,003.68) a year earlier.
Ghana has witnessed a parallel downturn. In April 2025, DStv Ghana raised subscription prices by 15% across all packages, prompting public backlash and intervention by the government. Authorities ordered a 30% price reduction, citing the strengthening cedi and widespread dissatisfaction with high costs and limited local content.
MultiChoice Ghana initially resisted, drawing regulatory threats of fines and possible suspension of its broadcasting license from August 14.
The regulatory standoff has fueled further subscriber erosion, with some consumers likely switching to cheaper DStv feeds from Nigeria. Public consultations revealed that, apart from Premier League football, many customers viewed content offerings as outdated and poor value for money.
MultiChoice Group reported losing 3.7 million subscribers across Africa over the past two years, with Ghana contributing significantly to the decline. As of early September, MultiChoice Ghana signaled willingness to cut prices and is in talks with a government-led committee chaired by the Minister for Communications. A revised pricing framework is expected by late September, which could help stem customer losses.
The turmoil coincides with French media giant Canal+ finalizing its takeover of MultiChoice Group through a mandatory cash offer. The deal, confirmed on September 22, underscored the shifting landscape in African pay-TV, where legacy operators face intensifying pressure from regulators, streaming rivals, and increasingly cost-conscious consumers.
The test for Canal+ will be whether new ownership can stabilize MultiChoice’s key markets by rethinking pricing, local content strategies, and digital offerings, as the company battles to defend its relevance in Africa’s fast-changing media economy.
