Canal+ has announced a new plan to help the MultiChoice Group, which owns DStv and GOtv, after a decline in subscribers. The French media company will invest €100 million, hire more sales staff across Africa, and reorganise the company to boost growth in one of the world’s biggest pay-TV markets.
This plan comes at a crucial time for MultiChoice, which is facing challenges such as economic pressure in major African markets, increased competition from streaming services, and currency issues that make subscriptions more expensive.
MultiChoice’s subscriber count dropped from 14.9 million to 14.4 million in 2025, showing the difficulties traditional pay-TV services face in Africa. Several reasons for the loss include:
- Rising inflation in Nigeria and South Africa
- A weaker currency, which raises the cost of buying content
- Competition from global streaming services like Netflix, Prime Video, and Disney+
- The growth of piracy and illegal streaming
Nigeria is one of MultiChoice’s largest markets, but economic instability has made it harder for many families to afford subscription TV. For instance, repeated price hikes for DStv packages in recent years have upset many customers in Nigeria and South Africa.
€100 Million Investment to Reverse the Decline
Canal+ will invest €100 million to help stabilise and improve MultiChoice’s business. This investment aims to enhance content and subscription services. The focus will be on three main areas:
- Improving the quality of content and local programming.
- Simplifying subscription packages to make them more affordable and flexible.
- Expanding distribution channels across Africa.
Executives believe this initiative will help the company stay competitive against global streaming services that dominate digital entertainment. Africa still has great potential for television growth, with over 1.4 billion people and a growing middle class.
Canal+ Plans Massive Sales Expansion
A key part of the strategy involves hiring more than 1,000 new salespeople across Africa. This move aims to boost MultiChoice’s reach and increase subscriber numbers. The sales teams will work on:
- Increasing access to pay-TV services in households.
- Expanding distribution in areas that lack service.
- Strengthening partnerships with retailers and installers.
Africa’s television market is still fragmented, and physical distribution is crucial for gaining customers.
Job Cuts to Reduce Overlapping Operations
While Canal+ plans to grow its sales team, it will also restructure MultiChoice internally. The company will offer a voluntary severance program to reduce overlapping support roles that resulted from the acquisition of MultiChoice. This restructuring aims to streamline operations and cut costs as the two businesses integrate. Media analysts note that restructuring is common after large mergers, especially in rapidly changing industries.
The Controversial Shutdown of Showmax
Canal+ CEO Maxime Saada decided to shut down Showmax because it has been losing money. The move was part of a plan to improve MultiChoice’s digital strategy. Showmax aimed to be Africa’s version of Netflix, providing local films, international shows, and sports.
However, despite years of investment and partnerships, including one with NBCUniversal, Showmax could not compete with larger global streaming services. Streaming platforms need a lot of money for technology, licensing, and producing original content, which is hard for regional services to maintain.
Canal+’s Bigger Ambition in Africa
This decision is connected to Canal+’s goals in Africa. After acquiring MultiChoice, Canal+ now serves over 40 million customers in nearly 50 African countries, making it a significant player in the entertainment industry. The company aims to:
- Combine European and African content
- Boost French and African film production
- Compete better with global streaming services
The media industry in Africa is expected to grow significantly in the next decade. Industry estimates suggest that the pay-TV and streaming market could exceed $15 billion by 2030.
A Turning Point for African Television
This plan marks an important change for MultiChoice. For many years, DStv was the leading pay-TV service in Africa with little competition. However, the rise of global streaming services and economic challenges in African markets have changed the entertainment scene.
Canal+’s strategy indicates that the future will rely on:
- Stronger local content creation
- Simpler pricing models
- More aggressive subscriber growth
- Efficient business operations
It remains uncertain whether the €100 million investment and restructuring will be enough to regain lost subscribers. One thing is clear: the competition for Africa’s television viewers is entering a new, challenging phase.
