MultiChoice is Prioritizing Short-Term Profits Over Long-Term Loyalty

“Fewer subscribers? No problem. We’ll just charge more.” That might as well be MultiChoice’s new business mantra, because despite bleeding customers, the company is once again hiking prices across DStv, GOtv, and even its business packages starting August 1, 2025.

In what’s starting to feel like a yearly ritual, subscribers are waking up to the reality that staying plugged into MultiChoice’s pay-TV universe is costing them more and more — even as more Kenyans cut the cord. And no, MultiChoice isn’t trying to win you over anymore. The company has made peace with the fact that thousands of subscribers are walking away. In fact, they’re betting on it — and somehow profiting from it.

Subscribers Down, Profits Up

Let’s rewind a bit. In its latest financial results for the year ending March 2025, MultiChoice Kenya reported a 15% year-on-year drop in subscribers, with GOtv taking the hardest hit. The reason? Budget-conscious viewers are ditching pay-TV altogether, turning to free-to-air channels and internet-based alternatives. Makes sense — in a world of free movie apps, YouTube, and TikTok rabbit holes, spending thousands on live TV is starting to feel a little… 2010.

But while user numbers fell, profits didn’t. Net profit jumped 61%, thanks in large part to the previous round of price increases, rolled out in November 2024, and a stronger Kenyan shilling that helped cushion costs.

It’s a bizarre paradox: fewer customers, but more money. And apparently, MultiChoice has taken that lesson to heart. Their response to this? Double down. Raise prices again. Shrink the user base further but extract more cash from those still holding on. It’s a cynical but calculated strategy: don’t fight subscriber loss, just make the remaining ones pay more to make up the difference.

Here Come the New Prices – Again

From August 1, 2025, DStv customers will pay even more across almost every tier — except for the most affordable option, which is suspiciously untouched. Here’s a look:

DStv Package	New Price (KES)	Old Price (KES)
Premium	11,700	11,000
Compact Plus	7,300	6,800
Compact	4,200	3,900
Family	2,250	2,100
Access	1,350	(unchanged)
Lite	750	(unchanged)
XtraView (New)	1,700	—

Yes, that’s a KES 700 bump for Premium subscribers, who were already paying a whopping 11,000 bob. Compact Plus and Compact go up by KES 500 and 300, respectively. The cheapest packages like Access (KES 1,350) and Lite (KES 750) remain unchanged — for now. But it’s the same story we saw last year: push the limits at the top, see how much people can endure, and gradually nudge everyone else upward too.

Meanwhile, MultiChoice has introduced a new XtraView charge for subscribers who want to use multiple decoders under one account — just what everyone loves, another fee!

GOtv’s Got Tweaks Too

Over on GOtv, the updates are more of a shuffle than a full-blown hike — but still very noticeable:

GOtv Package	New Price (KES)	Old Price (KES)
Lite	299	240
Value	599	669
Plus	999	999
Max	1,699	1,599
Supa	2,199	2,099
Supa Plus	3,199	3,000

There’s a slight silver lining here: GOtv Value is actually cheaper now, which might be an attempt to retain more cost-sensitive users. But elsewhere, most tiers are climbing again, continuing the trend of squeezing existing users to offset losses from the ones leaving.

Showmax Prices Are Dropping

Yes! In an unexpected twist, Showmax subscriptions have been reduced by between KES 50 to 200, depending on the plan:

Showmax Plan	New Price (KES)	Old Price (KES)
General Entertainment (GE)	550	650
GE Mobile	200	300
Premier League Mobile	450	500
GE + PL Bundle	800	1,000
GE Mobile + PL Bundle	520	700

This likely signals a pivot toward streaming, as traditional TV loses steam. Showmax — revamped earlier this year — now offers a more compelling value proposition, especially with cheaper football streaming options. You can almost hear them whispering: “Please just stay in our ecosystem.”

But why the kindness here? Likely because Showmax is fighting for relevance in a hyper-competitive streaming space. Unlike DStv, it doesn’t have the luxury of monopolizing live football or legacy cable viewers. It actually has to compete — and compete hard. It’s also a soft admission that streaming is the future — and MultiChoice knows that the traditional pay-TV model is on life support.

DStv for Business? Up Too

Corporate clients aren’t spared either. Whether you’re running a pub, hotel, or office, expect your DStv bill to go up. Every tier, from Stay Basic to Play Ultra, is getting a price bump ranging from KES 120 to over 1,000, depending on the package.

So the story’s the same: every customer segment is being squeezed.

What’s the Endgame Here?

From a distance, MultiChoice seems unfazed by subscriber losses — because those leaving are mostly at the bottom end of the spectrum. Instead of chasing growth in numbers, the company is focused on maximizing revenue from those who stay, especially high-tier customers who won’t (or can’t) quit live sports or premium entertainment.

But it’s a risky game. More Kenyans are choosing to go without DStv or GOtv altogether. Free-to-air TV is improving. Mobile streaming is cheaper and more flexible. And with Showmax now cheaper than ever, even MultiChoice seems to know where the wind is blowing.

What this all boils down to is simple: MultiChoice is prioritizing short-term profits over long-term loyalty. And maybe that makes sense for a company that’s lost faith in growing its base. But it leaves a bitter taste for subscribers still clinging to their decoders, wondering if the next increase will finally push them over the edge.

Still, for loyal DStv users, the message is clear: you’ll pay more to stay put. And if you leave? Well… apparently, that’s a price MultiChoice is willing to pay. But how long can this pricing strategy hold? Can MultiChoice keep raising prices and shrinking its base without reaching a breaking point?

Let us know your thoughts in the comments.