The pay-TV giant has unveiled “Thol-iUpsize”, a DStv promotion that automatically upgrades active decoder subscribers to higher-tier packages at no additional cost between 10 November and 31 December 2025.
Under the campaign:
- Compact Plus and Compact customers gain access to Premium channels.
- Family and Access customers are elevated to Compact. This approach is designed to boost engagement and curb subscriber churn, particularly among mid-tier households.
Byron du Plessis, CEO: Pay TV South Africa at MultiChoice, said:
Our Upsize campaign is part of a broader value reset at DStv. We’re committed to making DStv more accessible and rewarding, with affordability and customer experience at the core of our strategy.
The move comes as MultiChoice battles significant subscriber losses in recent years, especially in premium segments. The turnaround plan, spearheaded by Canal+ and new CEO David Mignot, places strong emphasis on affordability and value.
Key elements of the strategy include:
- Decoder price reductions to as low as R299.
- An enhanced DStv Rewards programme.
- A new online store launching later this month, featuring free delivery and simplified ordering.
The campaign coincides with a packed festive content lineup:
- Sports: TotalEnergies CAF Afcon 2025 (from 21 December) and Betway SA20 cricket tournament (from 26 December).
- Entertainment: New shows like Mpondoland on Mzansi Magic and Kokkedoor: Son en See on KykNet.
Subscribers don’t need to opt in—the temporary upgrade is applied automatically, with normal billing resuming in January 2026.
The Thol-iUpsize initiative underscores MultiChoice’s push to regain momentum in a fiercely competitive video market. Backed by Canal+, the company is blending premium content with aggressive pricing and customer perks to keep DStv top-of-mind for South African households.
Du Plessis summed it up: “Free upgrades, lower hardware costs, and major sports coverage show we’re listening to customers and delivering real value.” Whether this strategy translates into improved financial performance remains to be seen.
