Nigerians, South Africans Are Dumping DStv – Is Traditional TV Doomed?

Across Africa, viewers are pulling the plug on the Cable TV giant, Multichoice. The reasons are not far-fetched: macroeconomic headwinds and technological disruptions. And there may be no coming back from this decline in DStv subscribers. 

From Lagos to Johannesburg, the consumer behaviour is a Siamese twin. Perhaps, the only option is a pivot, which is presumably already in play – Showmax.

The Subscriber Exodus

Africa’s largest pay-TV provider, MultiChoice, is witnessing a sharp decline in subscribers across its two largest markets: Nigeria and South Africa. 

In the financial year ending March 2025, MultiChoice Nigeria’s subscription revenue declined 44% to $197 million, down from $356 million the previous year. 

The company lost 1.4 million Nigerian subscribers in just two years, primarily due to inflation, weakened purchasing power, and consumer frustration over rising prices.

South Africa wasn’t spared either. MultiChoice reported a loss of nearly 589,000 subscribers in its home market. The group’s total active subscriber base dropped by over 2.3 million, down from 20.9 million in 2024 to 18.6 million in 2025, according to its annual report.

While economic conditions were a primary factor, they were not the only reason for this subscriber flight. The real story goes deeper. Africans are migrating in large numbers to streaming platforms.

Inflation, Pricing, and a Changing Viewer Mindset

Nigeria’s inflation rate hit 23.71% in April 2025, according to the National Bureau of Statistics, impacting household budgets. At the same time, the naira’s sharp depreciation against the dollar resulted in over $158 million in foreign exchange losses for MultiChoice.

In South Africa, rising costs also weighed heavily on consumers. DStv increased prices by 5.7%, which helped lift average revenue per user (ARPU) slightly to R292. But even premium users began to churn, with 100,000 customers dropping from DStv Premium and Compact Plus.

Consumers are now more cost-conscious. They want flexible, on-demand content without the burden of bloated packages and high monthly fees.

The Rise of Streaming: Netflix, Prime, YouTube

As DStv struggles, streaming giants like Netflix, Amazon Prime Video, and YouTube are flourishing. Africa’s young, mobile-first population prefers the flexibility, variety, and price accessibility of streaming platforms.

• Netflix is projected to reach 7.4 million subscribers in South Africa by 2029, according to Statista.

• YouTube remains one of the most consumed platforms across Africa, especially among Gen Z viewers.

• Prime Video is investing in local Nollywood originals to deepen its reach.

In contrast, Showmax, MultiChoice’s streaming service, is still in the early stages of playing catch-up.

MultiChoice Bets on Showmax, But Can It Compete?

MultiChoice’s counter-strategy lies in Showmax, its streaming platform relaunched in 2024 through a partnership with Comcast and NBCUniversal. Showmax saw a 44% rise in paying users in FY25, and offers local content, live sports via Showmax Pro, and mobile-only plans.

But growth comes at a cost. MultiChoice reported a R2.3 billion trading loss from Showmax investments in FY25, expecting the platform to break even only by 2027.

“We remain focused on being Africa’s entertainment platform of choice,” says an optimistic MultiChoice CEO, Calvo Mawela. 

“Our strategy is shaped by developments in our industry, such as changes in technology, which are driving shifts in consumer behaviour, as well as the impact of a rise in piracy, streaming services, and social media.”

Is Traditional TV Finished?

MultiChoice lost 2.8 million linear subscribers over two years and saw a 11% drop in subscription revenue across its African markets. The pattern is clear – cable and satellite TV are no longer the default. Streaming is.

However, traditional TV might not vanish entirely. It still plays a role in live sports, news, and underserved rural areas with limited internet access. But its days of dominance are numbered.

The future is hybrid. Broadcasters must evolve or risk irrelevance. Those who integrate streaming, mobile, and flexible pricing will survive. The rest will fade out.

A Shift in Power

The trend is undeniable. Whether driven by economic pressure or evolving preferences, Africans are rejecting the old model. DStv’s subscriber decline in both Nigeria and South Africa is a signpost for where the continent is heading – a streaming-first future.

For MultiChoice, Showmax might be the lifeline. However, it requires more than a digital facelift; it needs speed, affordability, local content, and an improved user experience to remain competitive in a rapidly changing landscape.

Amidst the global conversations about technology disruption, the bigger and most poignant questions should be: Will Africa cede the ground in Video on Demand (VOD) to international players? Are we creating more Showmax?