DStv To Launch Sports-Only Package In Bid To Win Back Subscribers.
In a bold move to address a significant decline in its subscriber base, MultiChoice, the parent company of DStv and GOtv, has announced plans to introduce a sports-only package for its DStv platform. The decision comes in response to the loss of approximately 1.4 million subscribers in Nigeria alone over the past two years, a trend attributed to economic hardships and changing consumer preferences.
The announcement, which has sparked excitement among sports enthusiasts, was confirmed by MultiChoice CEO Calvo Mawela in a recent interview with Reuters. Mawela revealed that the company is actively exploring a new subscription model that would allow customers to access DStv’s popular SuperSport channels as a standalone package, separate from its traditional bundled offerings. “We’re considering all options as part of a broader product offering going forward,” Mawela stated, noting that a final decision on the sports-only package is expected within the 2025 financial year.
MultiChoice’s subscriber base has faced significant challenges, with Nigeria accounting for 77% of the company’s total subscriber losses across its African operations. The company has attributed this decline to high inflation and rising energy costs, which have reduced consumers’ disposable income. “Households are struggling to make ends meet, and many had no choice but to give up their DStv subscription for the time being,” a MultiChoice report noted.
The introduction of a sports-only package is seen as a strategic response to these challenges, particularly as many customers subscribe to DStv’s premium package primarily for its comprehensive sports coverage, only to cancel during off-seasons. By offering a dedicated sports package, MultiChoice aims to provide greater flexibility and affordability, catering specifically to sports fans who may not wish to pay for additional entertainment channels.
This is not the first time MultiChoice has explored unbundling its sports content. In 2021, reports surfaced about a potential “DStv Flex” product, which would have allowed subscribers to add sports packages as optional “bolt-ons” to a core entertainment pack. Although the initiative did not materialise at the time, the renewed focus on a sports-only offering suggests MultiChoice is accelerating efforts to adapt to evolving market demands.
The proposed sports-only package could also face complications due to MultiChoice’s prospective acquisition by French media giant Canal+. While Canal+ offers a dedicated sports bouquet in other markets, industry expert Thinus Ferreira has argued that the company is unlikely to unbundle SuperSport from DStv’s existing packages, as sports content remains a core component of the traditional pay-TV model. The acquisition still requires approval from South Africa’s Competition Tribunal and the Independent Communications Authority of South Africa (Icasa).
As MultiChoice navigates these challenges, the introduction of a sports-only package could mark a turning point for the broadcaster, offering a lifeline to retain and attract subscribers in a competitive market increasingly dominated by streaming giants like Netflix and Amazon Prime. With sports being a major draw for DStv’s audience, the success of this initiative will likely hinge on its pricing and accessibility, details of which are expected to be finalised in the coming months.
For now, sports fans across Nigeria and beyond will be eagerly awaiting further updates, hoping for an affordable and flexible way to enjoy their favourite SuperSport channels without the need for a full DStv subscription.
