Employment among cable television operators in Kenya fell 8.9 percent to 398 workers in 2025, indicating deepening pressure on traditional pay-TV firms as households migrate to internet-based entertainment.
Latest data from the Kenya National Bureau of Statistics (KNBS) shows the contraction in jobs comes alongside a decline in subscriptions, underlining a structural shift in how Kenyans consume television content.
Digital television users dropped for the first time, with active digital terrestrial television users plunging by 79.4 percent to 932,500, while direct-to-home satellite subscriptions declined by 57.2 percent to 681,600.
‘Employment among Cable TV operators declined by 8.9 percent to 398 in 2025, partly reflecting changing market dynamics as consumers increasingly shifted towards online streaming services,’ said KNBS in its latest annual release.
The fall reflects a rapid transition toward streaming platforms such as Netflix, YouTube, and Showmax, which are increasingly replacing traditional cable and satellite offerings.
Industry players, including MultiChoice, which runs DStv and GOtv, Zuku, and StarTimes, have faced mounting competition from cheaper, on-demand digital alternatives.
The shift, driven by changing consumer preferences, particularly among younger audiences, leans towards flexible, mobile-first viewing over fixed subscription packages tied to decoders and scheduled programming.
Improvements in internet penetration and smartphone adoption have also lowered entry barriers to streaming services, accelerating the decline of traditional television models.
Streaming platforms offer on-demand viewing and personalised recommendations, making them more attractive to price-sensitive consumers facing rising living expenses.
Kenya’s expanding fibre and mobile data networks have made it easier for households to access high-quality video content online, eroding the dominance of legacy pay-TV operators.
The decline in subscriptions came in a period when telecommunications firms scaled down new investments by 5.8 percent to Sh66.8 billion.
Their revenues rose 10.7 percent to Sh425.5 billion during the year, underscoring how telcos are increasingly benefiting from the same streaming boom that is undermining cable television, as consumers spend more on internet bundles to access content.
Globally, traditional broadcasters and pay-TV companies have been forced to pivot toward digital platforms, with many launching their own streaming services to retain audiences.