For many years, Pay TV served as a cornerstone of home entertainment. Walking through any African city, you could hardly go a block without spotting a DStv or GOtv satellite dish on a rooftop. Living rooms worldwide revolved around cable and satellite television. But 2025 marks a turning point. Pay TV is steadily losing ground, and its future looks more uncertain than ever.
The Global Decline of Pay TV
The fall of Pay TV has unfolded gradually, driven by changing consumer preferences, rising costs, and intense competition from streaming platforms. Subscriptions are dropping at a pace never seen before. By May 2025, streaming officially surpassed both broadcast and cable in overall TV viewership. Industry forecasts predict Pay TV revenue will shrink by $42 billion between 2024 and 2029, while streaming revenue will grow by $93 billion over the same period.
Soaring prices play a big role in the shift. Many Pay TV packages now exceed $100 per month, making customers question their value, especially when streaming services offer flexible, on-demand entertainment for a fraction of the cost. The argument for Pay TV grows weaker each year as streaming platforms secure more exclusive sports and entertainment deals.
Africa’s Pay TV Giant Feels the Pressure
MultiChoice, Africa’s largest Pay TV provider, faces mounting challenges. Known for powerhouse brands like DStv and GOtv, the company has long dominated the market. However, its audited financial results for the fiscal year ending March 31, 2025, tell a different story. Inflation, currency devaluation, repeated price hikes, and declining customer confidence caused a loss of 1.2 million subscribers across African markets and a 9% drop in revenue.
In Nigeria, one of its key markets, the decline was sharper. Subscription revenue plunged from $355.93 million in 2024 to $197.74 million in 2025—a 44% drop.
Streaming, however, is filling the gap. Over the same period, MultiChoice recorded a 44% year-over-year increase in paying Showmax customers and a 38% rise in DStv Stream subscribers.
Streaming as the New Frontier
Showmax’s growth reflects a clear trend: African audiences, like viewers worldwide, are leaving dish-based subscriptions for digital streaming. Streaming offers a wider variety of content at more affordable prices. For example, Showmax’s cheapest subscription costs just ₦1,600 and provides access to the full library, while the least expensive DStv and GOtv packages cost ₦4,400 and ₦1,900 respectively, with more limited options.
Sports broadcasting remains MultiChoice’s strongest competitive edge. Through SuperSport, the company holds rights to major tournaments such as the English Premier League, La Liga, Serie A, UEFA Champions League, Bundesliga, Ligue 1, and Formula 1. While Showmax currently streams only the Premier League, expanding its sports streaming could position it as a serious rival to Netflix and Amazon Prime in Africa.
Challenges in the Shift to Streaming
Shifting entirely to streaming comes with hurdles. Internet access and data costs remain significant barriers in Africa. While urban centers enjoy improving broadband infrastructure, large rural areas still depend on satellite TV for its affordability and reach.
Marie Lora Mungai, founder and CEO of Restless Global, notes that Pay TV’s decline in Africa will happen more slowly than in other regions. High data costs and low internet penetration outside major cities limit streaming’s growth. In many parts of Africa, satellite and terrestrial broadcasting remain more practical than internet-based services.
The Road Ahead
Industry experts, including Olayode Agboola of Lagos Business School, believe MultiChoice must act decisively to remain competitive. Agboola emphasizes that thriving in this new environment requires more than staying relevant, it demands bold, creative adaptation to the digital era.
With Showmax’s rapid growth and exclusive sports rights, MultiChoice is well-positioned to dominate Africa’s streaming market if it moves quickly. However, its success depends on how effectively it transitions from a satellite-focused company to a digital-first platform.
The future of TV in Africa mirrors the global shift: streaming will replace wires and dishes as the primary form of entertainment.
