Starlink grabs headlines, but Safaricom keeps winning broadband users

Safaricom's quiet dominance in Kenya's broadband market is a stark reminder that, for all the hype surrounding Starlink, fibre internet remains the preferred choice for most households and businesses. While Starlink grabs headlines, Safaricom continues to win over broadband users, adding a whopping 83,107 fixed internet subscribers in the first quarter of 2026, a number that far exceeds Starlink's paltry gain of 2,717 customers since its launch in Kenya.

Safaricom's customer base now stands at 941,501, a 35.4% market share that continues to extend its lead over Jamii Telecommunications (JTL), the operator behind the Faiba brand. Jamii added 23,120 subscribers, bringing its customer base to 517,270, but its market share slipped to 19.5% from 20.1%. Meanwhile, Safaricom's rivals, including Zuku and Jamii Telecommunications, are scrambling to keep up with faster speeds and revised pricing, intensifying competition in a market where fibre still accounts for the majority of connections.

Safaricom's success can be attributed to its years-long investment in fibre infrastructure. In April, the company doubled speeds on several home fibre packages without raising prices, a move that has clearly resonated with customers. This strategy has allowed Safaricom to maintain its market share despite the threat posed by Starlink. In fact, Safaricom's fibre market share has grown to 35.4%, while Starlink's subscriber base remains a mere 24,999 customers.

But Safaricom isn't the only fibre provider responding to the Starlink threat. Several smaller fibre providers, including Vilcom Network and Ahadi Wireless, have also outpaced Starlink's growth. Vilcom Network added 26,569 subscribers during the quarter, while Ahadi Wireless gained 23,363 customers. It's clear that fibre remains the preferred option for most households and businesses where coverage exists. While Starlink may have captured the attention of regulators and policymakers, it's still a distant second in Kenya's broadband market.

Not all broadband providers, however, have benefited from the surge in subscriptions. Poa! Internet, which targets lower-income neighbourhoods with affordable home internet packages, lost 6,788 subscribers during the quarter. Its customer base fell to 256,517, while market share declined from 10.7% to 9.7%. This divergence suggests that scale is becoming more important in Kenya's broadband market, and larger operators like Safaricom are using their network reach to stay ahead.

As Kenya's fibre providers continue to compete with Starlink, it's clear that fibre will remain the dominant force in the country's broadband market. While Starlink may have its advantages, such as wider coverage and lower costs, fibre's reliability and faster speeds will continue to win over customers. Safaricom's quiet dominance is evidence of the power of fibre infrastructure, and it's likely that the company will continue to lead the way in Kenya's broadband market.

In the end, it's clear that market share is destiny in Kenya's broadband market. While Starlink may have its fans and supporters, Safaricom's fibre network has proven to be the winning formula. As the company continues to invest in its fibre infrastructure, it's likely that its market share will continue to grow, leaving Starlink in the dust. And for customers, it's good news: fibre's winning formula means faster speeds, lower prices, and a more reliable internet experience.