DStv, GOtv Show Steady Growth as Kenya’s Pay-TV Market Expands, says CA Report
By Editorial Team
Kenya’s pay-TV market posted strong growth in the first quarter of the 2025/26 financial year, with MultiChoice brands DStv and GOtv recording some of the most notable subscriber gains, according to new data from the Communications Authority of Kenya (CA).
The latest Sector Statistics Report shows that total broadcasting subscriptions rose by 13.7 percent to 1.68 million users by September 2025, up from 1.47 million the previous quarter. This growth was fuelled by aggressive customer acquisition, affordable decoder availability, and heightened competition among broadcasters targeting Kenya’s increasingly digital-first households.
In the Digital Terrestrial Television (DTT) segment, GOtv led market growth, adding more than 129,000 new customers to close the quarter at 444,007 subscriptions, representing a strong 41.2 percent jump from June. This momentum continues to be driven by localized content, flexible packages, and widespread access to cost-effective set-top boxes.
The Direct-to-Home (DTH) segment also registered impressive performance, growing by 13.9 percent to 686,604 users. DStv delivered the standout results, recording a 43.0 percent surge to 270,017 subscribers, up from 188,824 in the previous quarter. Analysts attribute this to expanded satellite reach, popular sports and entertainment content, and bundled value offerings that appeal to diverse household needs.
The CA report highlights that the overall growth in DTT and DTH is underpinned by broader improvements in Kenya’s digital ecosystem — including rising smartphone penetration, improved internet bandwidth, and the increased use of mobile money for subscription payments — all of which have made pay-TV services more convenient and accessible.
Industry experts say Kenya’s broadcasting future is shifting toward hybrid consumption, where traditional TV services coexist with online streaming. The uptake of smart TVs, faster internet, and affordable mobile devices has enabled consumers to access content anytime, anywhere.
Broadcasters are also increasing investments in local content production, a trend that continues to deepen audience loyalty. Homegrown drama series, documentaries, reality shows, and sports programming are now major subscription drivers as viewers demand culturally resonant storytelling.
The sector’s expansion is also drawing interest from advertisers, who are capitalizing on digital penetration to run more targeted and interactive campaigns. This shift is expected to unlock new revenue streams and reshape how brands engage audiences across both linear and digital platforms.
As the market moves into the next quarter, analysts will be watching how broadcasters balance strong customer acquisition with retention in a competitive landscape where streaming platforms continue to battle for viewer attention and household subscription budgets.
