Pay-TV giant explores flexible pricing to counter shrinking user base and economic pressure
In a quiet but potentially transformative move, MultiChoice, the parent company of DStv, has begun piloting weekly subscription plans in Uganda, a significant departure from its traditional monthly billing cycle. The trial, which has been running for the past seven weeks, offers users the option to pay week-by-week instead of committing to a full month upfront.
This test comes on the heels of a turbulent fiscal year for the pay-TV giant. MultiChoice recently reported a 9% year-on-year revenue decline and a subscriber loss of 1.2 million, underscoring the financial pressures facing both the company and its customers.
Adapting to Consumer Realities
The shift to weekly payments is less about innovation and more about survival. As inflation and weakened consumer spending ripple across African economies, traditional pay-TV models are feeling the squeeze. Many subscribers, once loyal to monthly renewals, are now opting out entirely, forcing DStv to rethink its offering.
“Consumers are not spending the way they used to,” said one industry observer. “Weekly pricing feels lighter on the pocket, even if the total cost may eventually add up.”
Flexibility: But on DStv’s Terms
While the weekly plan introduces a new degree of flexibility, it stops short of giving customers full control. MultiChoice continues to resist calls for true à la carte channel selection. However, the company is reportedly exploring modular plans that allow users to purchase a base package and then add specific channels, a model that could become more prominent following its decision to unbundle SuperSport from standard offerings.
What’s at Stake?
If the weekly model proves successful in Uganda, it could roll out across other African markets where economic headwinds have pushed consumers to re-evaluate non-essential spending. The move could even serve as a competitive response to the rise of streaming platforms like Netflix, which offer lower-cost mobile plans and on-demand content.
But the strategy isn’t without risk. Weekly pricing could end up costing users more in the long run, and it remains to be seen whether the psychological relief of paying less upfront will outweigh the convenience and perceived value of flat monthly rates.
Bottom Line
DStv’s weekly pricing experiment reflects a broader inflection point for legacy pay-TV providers across emerging markets. As consumer behavior evolves, so too must the platforms that once dominated living rooms. For DStv, this may be just the first step in a deeper reinvention, or a last-ditch attempt to keep its place on the dial.
