According to industry reports, Openview, as DStv’s primary rival in South Africa, has made remarkable strides in recent years, witnessing an increase of over 3 million viewers within nine years. This information comes from the Independent Communications Authority of South Africa’s (Icasa) recent discussion document analysing the South African television landscape.
Launched in October 2013, Openview is a free-to-air satellite TV broadcaster eMedia owns. It provides audiences with access to 20 channels. Its user base has expanded impressively, growing from 112,715 subscribers in 2015 to 3,428,523 by the end of March 2024.
While Openview is not a direct competitor to DStv, given its non-subscription model, Icasa views it as a potential alternative for DStv customers. The findings suggest that Openview’s growth challenges the notion that the cost of purchasing a new decoder would deter customers from switching providers, as previously indicated by Icasa.
The regulator also addressed the concept of brand loyalty, noting that new entrants often struggle to compete against established brands. The document referenced the Australian Competition and Consumer Commission, highlighting brand and customer loyalty as significant barriers to market entry.
In the year leading up to the end of March 2024, Openview successfully added 262,000 users, equivalent to about 22,000 new activations monthly, as reported by Remgro, which holds a 32.3% stake in eMedia Holdings. Despite a decline of 13.1% in eMedia’s contribution to Remgro’s headline earnings, the company expressed satisfaction with eMedia’s overall performance, especially given the challenges posed by ongoing load-shedding during the reporting period.
The dynamic between DStv and Openview has been marked by intense competition. After the 2023 Rugby World Cup, MultiChoice’s SuperSport and SABC struck a significant last-minute deal worth US$3 million to air 16 matches live, including all Springbok games. The agreement, however, included restrictions preventing SABC from broadcasting on non-affiliated platforms, such as Openview.
Similar arrangements followed for the Cricket World Cup later that year, leading SABC and eMedia to label the restrictions as “anti-competitive” and “irrational. ” This prompted eMedia to complain to South African competition authorities. MultiChoice countered, arguing that eMedia desired a “free ride” rather than investing in its sports broadcasting rights.
MultiChoice and various South African sporting leagues have emphasised the importance of exclusive broadcasting rights in fostering sports development in the country, asserting that maximising income for sports bodies is vital for sustainability.
In September 2024, MultiChoice and eMedia settled their legal disputes. Philippa Rafferty, eMedia’s legal executive, confirmed that the issues had been resolved amicably, bringing the litigation between the two parties to a close.
Through these developments, it is clear that Openview’s growth is reshaping the competitive landscape of South Africa’s television industry, posing new challenges for established players like DStv.
