The pay-TV landscape in Africa is shifting rapidly. In Kenya, DStv and GOtv lost a combined 3.4 million subscribers in one year, a collapse that signals a deep crisis for traditional satellite and terrestrial television. At the same time, French broadcaster Canal+ has taken control of MultiChoice, the parent company of both brands. Together, they now command more than 40 million subscribers across nearly 70 countries.
But the burning question in Ghana and beyond is this: Will Canal+’s takeover finally bring down DStv prices—or push them even higher?
Kenya’s Warning Sign
The latest data from the Communications Authority of Kenya (CA) shows that DStv subscriptions fell to 188,824 in June 2025, down from 1.2 million a year earlier. GOtv plummeted to 314,520 from 2.8 million, accounting for the bulk of Kenya’s 77% contraction in broadcasting subscriptions.
The reasons are clear:
- Rising prices: DStv Premium now costs KES 11,700 ($91) monthly in Kenya, up from KES 7,500 ($58) in 2022.
- Cheaper streaming alternatives: Netflix costs just KES 200 ($1.55) for mobile or KES 1,100 ($8.5) for premium, while Showmax charges KES 520 ($4).
- Piracy: Football matches and movies are widely available on illegal platforms.
Kenya’s mass exodus from pay-TV should serve as a warning across the continent—including in Ghana.
Ghana’s Fight for Price Cuts
In Ghana, DStv’s pricing has long been a source of controversy. Consumer advocacy groups and regulators have consistently argued that DStv subscriptions are too expensive, especially given Ghana’s economic climate and currency fluctuations.
Calls have grown louder for MultiChoice to cut prices in Ghana to reflect local realities, especially as streaming alternatives like Netflix and Showmax expand their presence in the market. Some Ghanaians argue that if DStv can slash prices in South Africa—its home market—it should do the same across the continent.
But so far, Ghanaian customers continue to pay some of the highest rates in the region, with little transparency on pricing structures.
Canal+ Enters the Picture
The acquisition by Canal+ changes the stakes. Canal+ has historically positioned itself as a premium entertainment provider in Francophone Africa, with a strong focus on sports, movies, and local productions. With its takeover of MultiChoice, it now has the scale and reach to reshape pay-TV strategy across Africa.
The key question is whether Canal+ will:
- Cut prices to prevent further customer losses, as seen in Kenya.
- Double down on premium pricing, banking on loyal football fans and exclusive rights to keep customers.
In comparing DStv with streaming platforms in Ghana it is clear that, while DStv offers live sports and premium channels, streaming platforms are five to ten times cheaper for general entertainment.
What’s at Stake
- For Ghanaian consumers: The hope is that competition and falling subscriber bases elsewhere will force DStv to rethink its pricing model. A price cut could win back subscribers who have already shifted to free-to-air TV, piracy, or streaming.
- For Canal+ and MultiChoice: The challenge is to keep pay-TV relevant in a market that is moving quickly toward streaming, mobile-first viewing, and on-demand content.
- For Africa’s broadcasting market: The future lies in balance. If pricing remains high, streaming platforms like Netflix, Amazon Prime, and Showmax (ironically also owned by MultiChoice) will continue to dominate growth.
Final Take
The Kenyan collapse shows what happens when DStv fails to adapt to consumer realities. The Canal+ takeover offers a chance to reset strategy—but only if the new leadership listens to African households already struggling with rising costs.
For Ghanaians, the message is clear: if MultiChoice and Canal+ want to stay relevant, they must cut prices or risk watching their subscriber base vanish like it has in Kenya.
The ball is now in Canal+’s court. Will they choose affordability and innovation, or cling to a fading model of premium pricing? The answer will shape the future of pay-TV across Africa.
