Purpose To assess the extent to which privatised extension service, which is premised to be demand-driven, delivers downward accountability to smallholder farmers who are both owners and users of agricultural services. Design/methodology/approach The research collected data through focus group discussions with smallholder tea farmers and key informant interviews after which the information were corroborated with semi-structured interviews with 104 smallholder farmers. Findings Our findings show that KTDA (Kenya Tea Development Agency) extension service has in recent years embraced methodologies that allow two-way information exchange and farmers’ involvement in planning, implementing and evaluation of extension programmes. While this transition has provided opportunities for increased accountability and empowerment of smallholder farmers, downward accountability is limited by among others; presence of multiple accountabilities, a heavy top-down governance structure, higher incentives for upward accountability, limited resourcing of extension delivery, excessive workload and unrealistic targets on the part of extension staff and weak extension–research–farmer linkages. Practical implications The findings of this study may be used by policymakers, extension practitioners and organisations delivering extension services to improve downward accountability and quality of advisory services. Theoretical implications The paper contributes to the debate on outcomes of privatisation on extension provision using the accountability lens in an area dominated by perceptions on costs and payment for the services. Originality/value The literature on downward accountability on privatised extension services is lacking. The paper also extends the framework for assessing the performance of pluralistic extension services to develop and apply a framework for assessing downward accountability in privatised extension.