In a notable shift under Canal+ ownership, MultiChoice has announced it will not implement its traditional April price hike on DStv subscriptions for the first time in years. This decision, confirmed by MultiChoice Group CEO David Mignot, comes in response to significant subscriber losses across its markets and is likely to be welcomed by many households accustomed to annual increases.
Mignot emphasised that the company’s primary goal is to rebuild its subscriber base, making an upward price adjustment at this time counterproductive. While there are no immediate plans for a price increase, he left the door open to potential adjustments later in the year, contingent on economic factors such as currency fluctuations.
Historically, MultiChoice has raised DStv subscription fees every April, often citing inflation and rising content costs as reasons. For instance, in April 2025, subscription prices increased between 2.1% and 7.9%. The DStv Premium package rose from US$58 to US$61, reflecting a trend of annual price hikes. This year’s suspension of increases signals a departure from that norm, aligning with Canal+’s strategy since its acquisition of MultiChoice in September 2025.
Mignot, bringing decades of experience in the pay television sector, is tasked with reversing a troubling trend. Over the past two years, MultiChoice has lost 2.8 million linear broadcasting subscribers, with approximately half of these losses occurring in South Africa alone.
The financial year ending March 2025 saw a 1.2 million subscriber decline, an 8% year-on-year drop, leaving the company with 14.5 million active customers. Financial repercussions have been substantial, with revenue decreasing and trading profit plummeting. Mignot attributes these issues less to programming than to weaknesses in commercial execution.
In subscription businesses, subscriber churn of 12-15% annually is typical, driven by factors like relocations and job losses. Without sufficient new subscribers to offset these losses, the situation can deteriorate. Mignot believes the content offering remains strong, particularly in sports and general entertainment, but acknowledges that effective subscriber acquisition is crucial.
With Canal+ bringing experience from French-speaking Africa, Mignot aims for a volume-driven pricing approach that has remained stable for years. As MultiChoice prepares for Canal+’s combined financial results presentation on March 11, the effectiveness of maintaining prices will be tested as the company seeks to stabilise its customer base in an increasingly competitive landscape.
