MultiChoice Eyes Sports-Only Package for Nigerians Amid Subscriber Exodus and Economic Crunch

 

DStv Considers Sports-Only Package as MultiChoice Nigeria Confronts Subscriber Drop

South African media giant MultiChoice is weighing a strategic shift that could see its sports channels offered as a standalone package in Nigeria and other markets, as it contends with significant subscriber losses and intensifying economic pressure on households.

The move, if implemented, would mark a major pivot in the way the company structures its DStv pay-TV offerings, especially for a sports-obsessed market like Nigeria where consumers often shell out for premium content just to access live sports on SuperSport.

Chief Executive Officer Calvo Mawela, speaking during the group’s financial results presentation, revealed that the company is fast-tracking a longstanding internal review aimed at restructuring how DStv bundles its content. While sports channels have traditionally been locked into the most expensive premium tier, MultiChoice is now re-evaluating that model in response to shifting consumer habits and affordability challenges.

Mawela referenced a similar model once employed by Sky in the UK, which offered modular subscription options, allowing customers to opt for specific content verticals like sports or general entertainment. “We’ve always had this project running annually—an internal review of our packaging structure,” he said. “Now we’ve accelerated it. We're in the final stages of deciding how we want to move forward within this financial year.”

The context is pressing. MultiChoice recently reported a headline loss of ₦40 billion (converted from 800 million rand), with its subscriber base shrinking by 1.2 million to 14.5 million users across its African markets in the year ended March 31. Though the company did not provide specific figures for Nigeria alone, industry observers believe a large portion of that decline is tied to the West African giant, which represents one of the company’s largest and most passionate user bases.

Economic realities are biting harder than ever. Nigeria, like many developing economies, is experiencing a cost-of-living crisis that has pushed millions into financial distress. Soaring inflation, volatile exchange rates, and rising utility costs have made non-essential services, including premium television subscriptions, difficult for many households to justify.

Customers who previously maintained a premium subscription for access to football leagues, boxing matches, and other sports are now reconsidering their monthly commitments, particularly during sports off-seasons. The growing popularity of cheaper streaming platforms, along with the proliferation of pirated content and free video-sharing sites, has only compounded the pressure on traditional pay-TV providers like MultiChoice.

MultiChoice’s proposed restructuring could prove to be a lifeline—both for the company and for cost-sensitive consumers. A sports-only package may retain subscribers who are no longer interested in general entertainment but still crave live sports action, while allowing the company to realign its offerings in line with market realities.

For Nigerian viewers, who are particularly drawn to English Premier League, UEFA Champions League, and local football leagues, the potential of paying solely for sports without the burden of additional channels may be an attractive prospect. Currently, sports fans must subscribe to DStv’s highest tiers—often at monthly rates exceeding ₦25,000 to ₦30,000—to access their preferred matches.

The company’s move is not happening in a vacuum. MultiChoice is also navigating broader industry disruption, with global streaming giants continuing to eat into its market share. The evolving digital consumption landscape, where viewers now demand flexibility and on-demand access, has forced legacy broadcasters to innovate or risk becoming obsolete.

Additionally, the backdrop of a pending acquisition by French media conglomerate Canal+ adds further intrigue. Canal+ has been steadily increasing its stake in MultiChoice, sparking speculation about strategic overhauls and new business models that could emerge under new ownership.

Mawela emphasized that while the unbundling of sports channels is under serious consideration, the company is exploring all options. “This is part of a broader product offering conversation. We're responding to what our customers are telling us, and also to broader market trends,” he noted.

For Nigerian customers, the coming months could usher in a new era of flexible viewing—one that prioritizes affordability without sacrificing access to the sports content they love. Whether MultiChoice will move swiftly enough to stem the tide of cancellations remains to be seen, but the signals from the top suggest that significant changes are on the horizon.

As the pay-TV battle intensifies and wallets continue to tighten, the company’s next moves could reshape the subscription television landscape in Nigeria and beyond.