DStv and GOtv price hike or better service? Canal+ set to reshape pay TV in Africa

The media landscape in Africa is undergoing a seismic shift. In July 2025, French media giant Canal+ completed its R33 billion ($1.7 billion) acquisition of MultiChoice, the South African-based parent company of DStv and GOtv. For over three decades, MultiChoice has dominated African homes with its satellite pay-TV services, offering sports, drama, documentaries, and local entertainment. Now, Canal+ is officially in charge, and subscribers across the continent are asking one big question: Will prices go up or will service get better?

That question isn’t just casual curiosity—it’s a concern rooted in rising inflation, economic hardship, and a long history of price adjustments without corresponding value upgrades. Canal+ has promised transformation, but the details are where it matters most.

What Canal+ Promised at Takeover

Upon assuming control, Canal+ CEO Fabrice Faux promised a renewed focus on winning back customers and elevating content experiences. The executive openly admitted that “subscribers deserve better,” vowing to revamp the service model that has long been critiqued for bloated packages, outdated user interfaces, and inconsistent customer service.

“We need to win our subscribers back,” Faux said. “We will surprise them with the new DStv.”

But surprises can come in two forms—pleasant upgrades or unpleasant price shocks.

Price Hike Concerns Are Real

Historically, MultiChoice has reviewed its subscription fees annually, often citing rising operational costs, content acquisition fees, and inflation. Subscribers are used to these adjustments, albeit grudgingly. However, with Canal+—a profit-driven global brand now steering the ship—many fear that new strategies might prioritize returns over affordability.

In several French-speaking African markets where Canal+ operates, pricing tiers have remained premium, and the bouquet system isn’t always as flexible as desired. If this model is transferred wholesale to the DStv-GOtv structure, users could experience a more expensive but possibly more refined service.

What Canal+ Must Balance: Quality vs Accessibility

To maintain market dominance in Africa, Canal+ must strike a fine balance between premium quality and affordability. If pricing becomes exclusive, Canal+ risks losing millions of price-sensitive subscribers who already turn to streaming platforms, pirate decoders, or local alternatives.

Here’s what Canal+ must weigh carefully:

• Service upgrades without pricing people out

• Maintaining DStv’s sports dominance while reducing costs

• Expanding GOtv’s reach with digital migration strategies

  
  
  

• Offering real-time value with each bouquet tier

Subscribers want more for less—not less for more.

The GOtv and DStv Differentiation Challenge

Another pressing issue Canal+ must tackle is the clear separation—or lack thereof—between GOtv and DStv in terms of value.

For many subscribers, the mid-tier DStv Compact and GOtv Max offer nearly identical content, yet DStv’s pricing is significantly higher. This overlap causes confusion and resentment. A streamlined bouquet model with clearer differentiation could be a game-changer.

If Canal+ introduces modular pricing, flexible channel add-ons, or personalized subscription bundles, it could not only justify price changes but also win trust from skeptical users.

What Subscribers Actually Want

Before any price increase is rolled out, Canal+ must listen to its African user base. Here are the top requests from DStv and GOtv subscribers:

1. Stable pricing, especially during economic uncertainty

2. More local content that reflects regional diversity

3. Flexible, customisable channel selections

4. Access to streaming platforms without additional hardware

5. Responsive and effective customer care

Price hikes without these service improvements could cause significant subscriber churn—especially among younger viewers who are ditching satellite TV for Netflix, Showmax, and YouTube.

Service Improvements Already Underway?

There are early signs that Canal+ is testing upgrades before implementing new pricing structures. In select markets, GOtv has begun adding high-definition (HD) channels at no extra cost. New decoders featuring PVR (pause, rewind, record) features are being introduced. Also, DStv Stream—MultiChoice’s answer to Netflix—is now being marketed more aggressively.

These developments indicate that Canal+ may follow a “value-first” approach, giving subscribers more features before introducing inevitable price reviews.

The Role of Competition

Canal+ won’t operate in a vacuum. The African pay-TV and streaming market is becoming fiercely competitive. StarTimes, Netflix, Amazon Prime, YouTube Premium, and even TikTok TV are now popular content hubs in urban and semi-urban areas. To stay ahead, Canal+ must ensure that DStv and GOtv offer something unique—not just expensive versions of what’s available elsewhere.

If Canal+ leans too hard on its premium European content catalog without investing in locally relevant, culturally resonant programming, it may win urban elites but lose mass-market loyalty.

What to Expect in the Coming Months

Based on Canal+ patterns in other African markets, here’s what subscribers might see by the end of 2025:

• Introduction of new bouquet tiers with more HD and sports content

• Gradual price increases masked with added features

• A unified platform for live TV and streaming services

• Investment in regional studios and more pan-African original series

• Cross-platform bundles with mobile network providers

The bottom line? Price increases may be inevitable—but if rolled out alongside genuine improvements, subscribers might be more willing to accept them.

Stay or Switch?

As Canal+ charts its vision for African Pay TV, it faces a double-edged sword. A revamped service that justifies a modest price hike could redefine entertainment for millions. But if profit is prioritized over people, Canal+ risks alienating a deeply loyal but increasingly cost-sensitive subscriber base.

For now, all eyes remain on the next DStv and GOtv subscription review. Will it be the same old story—or the start of something better?