10 things MultiChoice can do amid rising subscriber loss
Photo of DStv sports-only package with satellite dish. Photo Credit- Asexual Doctor/X
With increasing competition from global streaming giants and economic pressures in its core African markets, MultiChoice faces a challenging road ahead. The company, known for its DStv and GOtv platforms, has witnessed a significant drop in subscribers, particularly in Nigeria, where the cost of living crisis has led many to cut down on entertainment expenses. To remain competitive and sustainable, here are ten actionable strategies MultiChoice can adopt:
1. Flexible Pricing Models
MultiChoice should explore the introduction of more flexible subscription tiers, including ultra-low-cost options for mobile users or daily/weekly passes. This will make its offerings more accessible to users hit hard by inflation and rising costs.
2. Localized Content Strategy
Investing in hyper-local content that reflects the culture, language, and realities of various African communities can help retain and grow the subscriber base. Nollywood content, local sports, and regional storytelling resonate deeply with audiences.
3. Strengthening Streaming Platforms
As streaming becomes the future of entertainment, MultiChoice must continue to upgrade Showmax, ensuring it competes with Netflix, Prime Video, and others. This includes improving user experience, offering offline downloads, and boosting content diversity.
4. Strategic Partnerships
Collaborations with telecom companies to offer bundled data + content packages can help expand reach. Partnerships with content creators and regional broadcasters can also enrich the content library and reduce production costs.
5. Targeted Advertising and Monetization
Introduce an ad-supported free tier for Showmax or DStv Stream with limited content to pull in price-sensitive customers. MultiChoice can also monetize more effectively by selling targeted advertising slots on digital platforms.
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6. Improved Customer Experience
Customer dissatisfaction is often rooted in poor service. Enhancing customer support, self-service apps, and real-time troubleshooting can significantly reduce churn and improve brand loyalty.
7. Payment Flexibility and Digital Options
With digital banking and fintech penetration growing across Africa, MultiChoice can partner with mobile money platforms and payment apps to ease subscription renewals and support micro-transactions.
8. Combat Piracy and Content Sharing
Ramp up efforts to tackle piracy and unauthorized content sharing. This could include AI-powered content protection, improved account security, and education campaigns to promote legal content consumption.
9. Revamp Sports Offerings
Live sports remain a major pull factor. Offering more affordable sports-specific packages or pay-per-view options could help retain die-hard sports fans who are unable to afford full bouquets.
10. Listening to Customer Feedback
Engage in regular community listening exercises, surveys, and social media polling to align product development with what users actually want. This bottom-up approach can guide more customer-centric innovations.
MultiChoice must embrace change, innovation, and local relevance to survive and thrive amid subscriber loss and evolving market dynamics. The path forward requires a combination of technology, empathy, and strategic partnerships to maintain its place as Africa’s leading media and entertainment provider.