Kenya’s entertainment industry is under serious threat as online piracy has overtaken traditional cable theft, becoming the most dangerous challenge facing local content creators and broadcasters. The growing menace is now endangering thousands of jobs in the country’s creative economy and reducing government tax revenue.
Managing Director of MultiChoice Kenya, Mr. Nzola Miranda, raised this alarm on Thursday during the launch of a new GOtv campaign in Nairobi. He said that the rate at which online piracy is growing has now surpassed cable redistribution, which has long been a problem in the television sector.
“Piracy doesn’t just affect companies like MultiChoice or GOtv. It is destroying the livelihoods of our actors, directors, producers, editors, and other professionals who work hard to deliver good entertainment to Kenyans,” Mr. Miranda stated.
He explained that for every show illegally downloaded or streamed on pirate platforms, someone in the industry loses income. “It’s a chain reaction. If one production shuts down, many people go jobless. And apart from that, the government also loses revenue through taxes that would have been paid on legitimate content consumption,” he added.
The campaign launched by MultiChoice is aimed at reconnecting long-time subscribers and giving more Kenyans access to quality local content at more affordable prices. The company hopes this will reduce the temptation for people to use illegal streaming services.
“Today is an exciting day for us,” Miranda said during the event. “This campaign is part of our hyper-local strategy to bring more Kenyan content to more Kenyans. We’re giving people reasons to choose original, quality entertainment without breaking the bank.”
As part of the initiative, a new nationwide caravan will travel across all of Kenya’s 47 counties to engage directly with customers. The campaign is also backed by a reduction in the price of GOtv decoders, making them more affordable for new and returning customers.
Mr. Miranda revealed that a significant number of customers disconnected from GOtv due to economic difficulties. He said the new pricing structure is designed to allow these customers to return easily without financial strain.
“We understand that the economy is tight. Saving even 100 shillings makes a difference to families. By making our services more affordable, we are providing a legal and better-quality alternative to piracy,” he noted.
He added that the current approach is different because it mixes affordability with local relevance and high-quality content. “We live here, we know the economy, and we want to meet Kenyans where they are. This is not just about business. It’s about respecting our customers’ wallets and still giving them world-class entertainment,” Miranda said.
MultiChoice has been in Kenya for over 30 years and currently operates two local 24-hour content channels. The company has also supported over 200 production houses and played a big role in growing Kenya’s entertainment sector.
Shows like Selina, which is one of Kenya’s most-watched TV dramas, have employed more than 180 people per season. “This is the kind of direct job creation that is at stake when piracy continues unchecked,” Mr. Miranda warned.
The Managing Director said the fight against piracy is not one that broadcasters can win alone. He called on the government, regulators, and the general public to treat content theft as a serious crime. “It’s just like stealing from a shop or factory. The only difference is that you’re stealing something digital – but the impact is the same,” he said.
He also urged Kenyans to support the creative industry by choosing to consume content legally. “Every time you pay for a subscription, you are supporting jobs, careers, and families. You are investing in your own local economy,” he concluded.
The new GOtv campaign is expected to reach millions of households and rekindle a culture of legal entertainment consumption in Kenya. With more efforts from stakeholders, the hope is that online piracy will be brought under control before it causes more damage.
