MultiChoice Kenya has rolled out a new pricing strategy aimed at pulling back viewers after a sharp fall in its customer base, cutting the cost of its decoders in an effort to boost sign-ups and ease pressure from online competitors.
The firm has unveiled lower prices for both DStv and GOtv devices, including installation, as part of a campaign running until the end of December 2025.
The announcement comes as households continue to face high living costs, pushing many to abandon traditional pay-TV for cheaper or illegal online platforms.
The high-definition DStv Zapper decoder will now be sold at Sh850, down from Sh1,199, while the GOtv decoder price drops to Sh799 from Sh999. The company says the new rates are designed to reward loyalty and attract new subscribers who may have been locked out due to upfront costs. “These offers are our way of saying thank you to our customers for their loyalty and trust, while inviting new customers to join our growing family,” said Nzola Miranda, Managing Director at MultiChoice Kenya during the launch.
In addition to decoder reductions, MultiChoice has lowered installation equipment prices. The DStv dish kit now retails at Sh1,650 from Sh2,000, and the GOtv antenna has been cut to Sh700 from Sh1,000.
GOtv is positioned to serve customers with tighter budgets and those looking for free-to-air and affordable channels without the cost of premium DStv packages.
The move comes at a challenging time for the broadcaster. Data shows that more than 80 percent of active DStv subscribers exited by June 2025, leaving 188,824 active accounts compared to 1.19 million a year earlier.
Analysts view the price adjustment as a make-or-break moment as the firm tries to slow customer exits and maintain relevance in a market increasingly dominated by streaming options.
The price changes also follow a series of subscription hikes. From August 1 this year, packages went up once again, marking the fifth rise in less than three years.
Under the new rates, the Premium package increased to Sh11,700 from Sh11,000, while Compact Plus subscribers now pay Sh7,300 from Sh6,800. The adjustments came as MultiChoice tried to protect earnings, but the pushback from viewers contributed to further decline in numbers.
Across all markets, revenues dipped 27 percent in the year to March 2025.
Many customers have shifted to online streaming platforms or illegally accessed content due to cost concerns. MultiChoice Kenya hopes that lowering decoder and installation kit prices will offer a fresh incentive for families to return, providing a lower-cost entry point even as content and package prices remain under public scrutiny.
The business now faces the task of convincing viewers that pay-TV still has value in a rapidly changing entertainment landscape.
