The TV landscape in Africa is changing fast, with many users cutting the cord on DStv and other satellite pay-TV services.
For many years, DStv, part of the Multichoice Group owned by French media giant Canal+, has dominated the African pay-TV market. However, it is losing subscribers at a high rate, with the latest report by Canal+ showing that Multichoice lost 500,000 subscribers in 2025.
Many of the cord-cutters shunning DStv are shifting to streaming services, such as Netflix and Prime Video. Others are turning to free services such as YouTube and social media platforms like TikTok for their entertainment needs.
Rapid decline of DStv subscribers
DStv has been experiencing a rapid decline in subscribers in recent years. In 2023, the Multichoice Group reportedly had a peak subscriber base of around 17.3 million.
The number has dropped significantly since then, with a 2026 Canal+ report revealing that Multichoice had 14.4 million subscribers in 2025, down from 14.9 million in 2024.
DStv subscriber losses have been astronomical in some countries. For example, between 2024 and 2025, the pay-TV service lost 84% of subscribers in Kenya.
Rise of streaming services and free content
The rise of streaming services is one of the major reasons users are cutting the cord on DStv. Many pay-TV customers are pivoting towards streaming platforms like Netflix and Prime Video, attracted by affordable prices.
By comparison, DStv prices in Africa range from $10 to as high as $90 for premium packages. Streaming services, on the other hand, offer affordable packages, such as $4-$5 for Prime Video and $3-$12 for Netflix.
Several African cord-cutters have also turned to free content platforms. For example, YouTube has become one of the top free streaming platforms, offering all kinds of entertainment, including free live sports via services like Sporty TV.
Other factors driving the shift away from DStv
A myriad of other factors are also driving DStv’s high subscriber churn rate. Financial pressures are at the top of the list, with issues like inflation and rising costs of living meaning many people cannot afford expensive pay-TV packages.
Piracy is also another top reason why many users are cutting the cord on DStv. According to Multichoice Group, Internet users from five African countries made 17.4 million visits to the top 10 piracy sites in 2025.
DStv is already scrambling to try and stop the high subscriber churn rate, with Canal+ announcing a €100 million investment for Multichoice to be used for hiring sales staff, offering equipment subsidies, and investing in content.
However, it will be hard for DStv to win back subscribers who are cutting the cord, something that Canal+’s CEO, Maxine Saada, has admitted:
“It won’t be easy, we know that,” stated Saada, while commenting on the complex task of reviving the pay-TV service in the African market.