MultiChoice’s flagship offering, DStv, turns 30 as Africa’s pay-TV operator moves to be absorbed by France’s Canal+.
In getting to a place where the group now has a presence in 50 markets on the continent, MultiChoice’s main achievement has been to cultivate a customer base of about 14-million households that pay for film and television monthly, driven by DStv subscriptions.
In a world where free content is so readily available, paying customers are a valuable asset.
DStv was launched on October 6 1995 and it was at the time only the world’s second digital satellite service and the first outside the US.
DStv at 30: Key Facts
- Launched 1995: Second digital satellite service globally, first outside the US.
- Channels: From 16 → 142 today.
- Subscribers: 14-million paying households across 50 African markets.
- Sport: SuperSport drives retention and loyalty.
- Viewing habits: South Africans watch 4+ hours daily.
- Challenges: Inflation, operating costs, and streaming/gaming alternatives.
Over the decades, it has seen major changes. At launch DStv had 16 channels, a revelation at the time. Three decades later, the service now hosts 142 channels. MultiChoice has worked to gain customers across various prices, from R30 a month on the low end to R979 for DStv Premium.
South Africans spend more than four hours a day watching TV, nearly 25% of their waking time. That’s the second highest in the world, behind the US, according to a 2024 study by Electronics Hub.
Game-changer: SuperSport
A key driver of DStv’s success has been SuperSport, which is also celebrating 30 years. It was through the tie-in between DStv and SuperSport that MultiChoice perfected its strategy of using sport as a way to push people to its platforms and keep them there.
Over the same period, SuperSport has become Africa’s largest sports broadcaster, currently holding a lucrative trove of content rights across football, cricket and rugby, as well as international showcases such as the Fifa World Cup, Olympics, Formula One and Rugby World Cup.
Our story has always been tied to the country’s own — from the early days of open time in the ’90s, through the 1995 Rugby World Cup and the dawn of democracy, to today’s iconic local shows and unforgettable sporting moments.
— Byron du Plessis, CEO PayTV SA at MultiChoice
“As we celebrate 30 years, we are proud of the role DStv has played in SA homes,” said Byron du Plessis, CEO PayTV SA at MultiChoice.
“Our story has always been tied to the country’s own — from the early days of open time in the ’90s, through the 1995 Rugby World Cup and the dawn of democracy, to today’s iconic local shows and unforgettable sporting moments. Thirty years on, our commitment remains the same. We will continue to connect South Africans through great content, trusted service and real value, while reflecting the diversity and vibrancy of our nation.”
While DStv’s three decades are largely celebrated as a success, the milestone comes while the group is fighting headwinds that have battered the business. These range from a cost-of-living crisis that has seen households cut their entertainment budgets, to those same inflationary pressures pushing up operating costs across its 50 markets, and shifting consumer preferences for entertainment towards alternatives such as gaming and social media.
The company went from having more than 23-million subscribers to 19.3-million in less than two years. That number is now almost a third lower.
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