MultiChoice has continued with its trend to hike prices, even as it continues to lose Premium subscribers. While the increases haven’t been as much over the last five years, it is still losing many subscribers to either cancellation or to customers downgrading their subscription plans. MultiChoice also recorded its first decline in mid-market DStv Compact and Commercial subscribers in 2022.
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Since hitting its peak in Premium subscribers in 2018, the plan has lost 300,000 subscribers in less than four years. Its mid-market segments have also declined back to its 2018 levels, meaning that even downgraded subscribers are dropping their subscription altogether. Its number of customer at the low end of its base saw big increases in 2020 and 2021, but that growth has also slowed.
In 2018 and 2019 increases averaged 4.5 percent. It then lowered to 2.1 percent, 2.8 percent and 3.2 percent in 2020, 2021 and 2022, respectively. The company has repeatedly stated that these increases are well below the inflation the country is experiencing as a whole.
The Broadcast Research Council of South Africa (BRCSA) publishes monthly TV audience measurement reports using Nielsen’s Peoplemeter technology, which has shown a decline in viewership on DStv over the past six years, with the drop between July 2021 and 2022 being the steepest. Interestingly, all of DStv’s highest rated shows are aired on Mzanzi Magic.
DStv reported a 4% decline in active 90-day subscribers for its Premium segment in the country. DStv’s Premium segment comprises its Compact Plus and Premium packages. The mid-market segment, which includes Compact, also declined by 6%. Recently, the broadcaster has been under pressure from international streaming services and local competitors, and is facing increased regulatory scrutiny.
According to Calvin Mawela, CEO of MultiChoice, the company plans to gain more viewers by focusing on locally produced content in the markets where it operates.
