Why MultiChoice’s price hike strategy in Kenya may backfire — like in Nigeria

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July 11, 2025
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MultiChoice price hikes spark fears of repeat backlash as seen in Nigeria and beyond

As MultiChoice pushes forward with new price increases across Kenya and other African markets, warning signs from past subscriber revolts are resurfacing. The move, aimed at boosting revenue, may ultimately deepen the company’s struggles.

From Nigeria’s regulatory backlash and mass cancellations to growing discontent in Kenya, the pay-TV giant could be on a collision course with its own customers.

This report examines why similar strategies have failed elsewhere—and what might lie ahead if MultiChoice doesn’t change course.

Kenya’s Latest Increase: A Domino in Rising Costs

In August 2025, MultiChoice Kenya raised DSTV and GOtv subscriptions by 4–7%, burdening households already struggling with inflation and rising living costs. Though Showmax prices dipped, suggesting a digital pivot, many viewers felt the sting. The company had already seen a 15% subscriber drop earlier in the year, indicating that traditional pay-TV plans were becoming unaffordable for many.

Nigeria: Where Price Hikes Sparked Protests

Kenya’s price hike echoes Nigeria’s ill-fated 2025 increase—announced in March despite a regulator’s halt. MultiChoice Nigeria was promptly sued by the Federal Competition & Consumer Protection Commission (FCCPC) for defiance. Subsequently, the Nigerian House of Representatives ordered an investigation, calling the move “exploitative” and discriminatory.

Even worse, the Competition & Consumer Protection Tribunal fined the company ₦150 million and granted one month of free service. Despite its justification citing inflation and forex pressure, these blatant regulatory confrontations have seriously damaged MultiChoice’s reputation.

Subscriber Exodus: Nigeria Bleeds 1.4 Million

The fallout in Nigeria was stark: 1.4 million subscribers abandoned pay-TV over two years, accounting for 77% of the region’s total losses. Half of that exodus—243,000 users—occurred between April and September 2024, right after a 21% price increase. Revenue plunged by 44% even after hikes—confirming higher prices failed to offset mass cancellations . Consumer groups accused MultiChoice of treating Nigerians like “second-class subscribers,” pointing out that South African customers received price cuts and added value—a disparity that inflamed public outrage.

RoA Decline: Satellite TV Under Siege Across Africa

Nigeria’s experience isn’t isolated. Across Rest of Africa (RoA), MultiChoice lost 1.8 million subscribers between 2023 and 2025. Zambia, Angola, and Kenya saw sharp downturns due to economic instability, energy shortages, and fierce competition from streaming services.
Meanwhile, in South Africa, it recorded a ZAR 706 million pre-tax loss, with a 9% drop in subscribers, especially for its core DSTV packages . Even though streaming services like Showmax gained over 16%, satellite declines were steeper.

Pay-TV in Decline: Streaming’s Scissors Approach

MultiChoice’s satellite-led model is becoming increasingly untenable. As more Africans embrace streaming alternatives, appetite for long-term satellite contracts is waning. Kenya’s dip in pay-TV usage preceded a rise in internet-based services like Showmax, where subscriber growth exceeded 50% year-over-year. But streaming revenue isn’t enough yet to compensate—digital ARPU remains lower, and satellite still accounts for most video revenues.

Potential Backfire: Control vs. Choice

The backlash over price hikes exposes a dangerous paradox: by chasing higher ARPU through satellite, MultiChoice risks losing more subscribers—and undervaluing its future stream-focused ecosystem. Kenyan viewers may be next in line to revolt, as affordability becomes the decisive battleground. Regulatory spotlight is intensifying: Nigerian authorities deployed fines, legal action, and price controls to defend consumers. If Kenya or other countries follow suit, MultiChoice could face severe compliance burdens.

What Lies Ahead for MultiChoice?

Price Adjustments – The company may have to suspend or soften hikes in Kenya under consumer pressure.
Product Repositioning – Stronger push needed for standalone streaming, prepaid packs, and flexible bundles.
Regulatory Threats – New oversight in Kenya, Ghana, or elsewhere could limit price strategies.
Brand Perception – Multi-country disparity in policies fuels accusations of economic discrimination.

What Next?

MultiChoice’s price-hike strategy, once seen as necessary, is now triggering subscriber backlash, legal actions, and shifting consumer behavior. Nigeria’s revolt offers a roadmap of the dangers: enforcement fines, customer loss, and tarnished reputations. With streaming gaining momentum but profits lagging, MultiChoice faces a crossroads. To survive, it must re-balance pricing, enhance digital offerings, and align value with affordability—or risk unraveling in its core markets.

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