DStv, now owned by French media giant Groupe Canal+, has faced a significant challenge with the launch of Amazon Prime in South Africa. Coinciding with Canal+’s secondary listing on the JSE, Amazon Prime debuted its services, which include Prime Video, at a competitive monthly price of US$3. This pricing structure offers a stark contrast to the US$4.8 that many South Africans previously paid for Prime Video alone.
The Amazon Prime membership not only provides access to Prime Video but also includes numerous benefits such as unlimited fast and free delivery on eligible items, exclusive deals, access to Prime Day, and gaming through Amazon Luna. New subscribers can take advantage of a free 30-day trial, after which they can opt for a monthly payment or an annual subscription at US$24, representing a 44% savings for those who choose to pay annually.
In comparison, DStv’s most affordable package, DStv Access, costs US$6 per month when streamed and US$9 per month on its decoder-based platform. Despite these options, DStv’s subscriber base has continued to decline, especially in South Africa. Premium content provider DStv has been losing ground since 2016, a trend exacerbated by the global rise of competitors like Netflix.
Under Canal+’s management since acquiring MultiChoice in September 2025, the situation remains critical. DStv’s total subscriber count peaked at 17.3 million in March 2023 but has since decreased, with MultiChoice reporting a loss of 589,000 subscribers in South Africa alone over the past year. The premium subscriber segment has experienced a 9% year-on-year decline, resulting in a loss of 96,000 users.
To combat these issues, Canal+ has initiated a recovery strategy for MultiChoice, which includes a US$116 million investment to restore sustainable growth. The strategy revolves around enhancing content, clarifying commercial offers, and improving operational efficiency through restructuring and hiring efforts.
The entry of Amazon Prime introduces a new layer of competition for DStv, highlighting the ongoing challenges in South Africa’s pay-TV market and the need for DStv to adapt swiftly to retain its subscriber base amid changing consumer preferences.
