Kenya’s pay TV market recorded solid growth in the first quarter of the 2025/26 financial year, with MultiChoice brands DStv and GOtv emerging as key winners, according to new data from the Communications Authority of Kenya.
The latest CA Sector Statistics Report shows total broadcasting subscriptions rose by 13.7 percent to 1.68 million by September 2025, up from 1.47 million in the previous quarter. The increase reflects intensified competition, affordable decoder access and a growing appetite for digital entertainment among Kenyan households.
In the Digital Terrestrial Television segment, GOtv posted the strongest momentum, adding more than 129,000 new subscribers to reach 444,007 users. This marked a 41.2 percent increase from June, driven largely by localised programming, flexible pricing packages, and the availability of low-cost set-top boxes across the country.
The Direct-to-Home segment also recorded notable growth, expanding by 13.9 percent to 686,604 subscriptions. DStv delivered standout performance, with subscriber numbers rising by 43 percent to 270,017, up from 188,824 in the previous quarter. Analysts point to expanded satellite coverage, premium sports content and bundled household offerings as key drivers of this surge.
According to the CA, the overall expansion of both DTT and DTH services is closely linked to broader improvements in Kenya’s digital ecosystem. Increased smartphone penetration, faster internet speeds and widespread use of mobile money platforms have made pay TV subscriptions easier to access and manage.
Industry observers note that Kenya’s broadcasting landscape is steadily evolving toward hybrid consumption, where traditional television services operate alongside streaming platforms. The growing uptake of smart TVs, affordable mobile devices and reliable connectivity has enabled audiences to access content on demand and across multiple screens.
Broadcasters are also stepping up investment in local content, which continues to strengthen viewer loyalty. Kenyan dramas, reality shows, documentaries and sports programming are increasingly shaping subscription decisions as audiences seek stories that reflect their own cultures and experiences.
The sector’s growth is attracting renewed interest from advertisers, who are leveraging digital penetration to deliver more targeted and interactive campaigns. This shift is expected to open new revenue streams and reshape how brands engage audiences across both linear television and digital platforms.
As the market moves into the next quarter, industry analysts will be watching how broadcasters balance rapid subscriber acquisition with long-term retention, particularly as global streaming services continue to compete for viewers’ attention and household budgets.
