MultiChoice has lost approximately 1.2 million broadcast subscribers over the past financial year and around 2.8 million over two years.
The ongoing cost-of-living crisis in South Africa, Kenya, and many countries where it operates, coupled with weakened exchange rates and rising unemployment, has squeezed disposable income.
CEO Calvo Mawela, cited in MultiChoice’s annual report, noted that mounting financial pressure has led many households to regard DStv as a discretionary expense.
“Households are struggling to make ends meet, and many have no choice but to give up their DStv subscription”.
Mawela also confirmed that SuperSport could be offered separately.
“We’ve accelerated that project … But yes, we are considering all options as part of a broader product offering going forward”.
The company is now intensely reviewing its packaging models, echoing similar decisions made by the UK’s Sky in prior years.
What would a sports‑only package look like?
Under the current DStv structure, SuperSport is exclusive to premium tiers. If you want to watch live sports, you must pay for the full Premium or Compact Plus bundle. However, many customers are only interested in sports content, not the rest.
Calvo Mawela acknowledged that some customers subscribe during big sports seasons and then cancel when there are no major games.
The idea of offering sports on its own could give customers more control and help DStv regain those who have left.
Insights from industry voices
Jan Vermeulen, editor at MyBroadband, told EWN that introducing a sports‑only bouquet is both logical and potentially lucrative:
“There is some break-even point where it makes sense to unbundle the sports package, offer it for a little bit less…and try to win back the DStv Premium customers who have cancelled over the years.”
He also pointed out that live sports remain one of DStv’s biggest strengths.
“Besides the fact that it’s kind of unmatched when it comes to live sports broadcasting, both in terms of that quality live stream. Live streaming, especially something as high-demand as sport, is difficult, and DStv has done that well.”
“The one trump card in MultiChoice’s hands, something that it can do that nobody else can do at this point, is sport.”
The risks and rewards of a sports-only option
A sports-only package could help DStv win back customers who left because the full bundles were too expensive. It could also help reduce “subscription cycling,” where people sign up only during certain months.
In Nigeria alone, MultiChoice lost 1.4 million subscribers in just two years. A more affordable sports package might bring some of them back.
But there are risks. If too many Premium subscribers switch to the cheaper sports-only option, DStv could lose money. That’s why they are being very careful. Mawela said, “Sport is our key differentiator … so we need to keep it exclusive to us.”
What has been tried before
DStv once tested a flexible model called DStv Flex in 2021. It allowed users to pay for an entertainment package and add sports separately. But it was discontinued by 2024.
Now, with subscriber numbers falling and the expected takeover by French media giant Canal+ moving forward, MultiChoice is more serious about changing its strategy.
In Europe, Canal+ offers standalone sports packages, such as Canal+ Sport. Analysts believe this approach could be introduced in Africa to make DStv more competitive.
However, there’s also a chance Canal+ will keep things bundled to make operations simpler.
So, where do things stand?
At the moment, nothing is confirmed. A MultiChoice spokesperson told MyBroadband:
“It is also too early to comment on the specifics of any potential model, including whether changes would be optional or how pricing might be structured… We remain committed to delivering flexibility and value to our customers.”
The company has stated that it expects to complete its internal review by March 2026. For now, the only clear thing is that a sports-only offering is being seriously considered, but it’s still in the planning phase.