DStv Ponders Over Demands: An Individual SuperSport Subscription Plan
In a bid to respond to changing consumer preferences and the growing influence of streaming services, MultiChoice is actively investigating the unbundling of its premium sports channel, SuperSport, from its higher-tier DStv packages.
The South African media company, which has traditionally relied on sports as its main draw, is facing increasing pressure in this sector. With leagues and federations across the globe going direct-to-consumer, cutting out traditional broadcasters like MultiChoice, the company is feeling the squeeze.
MultiChoice CEO Byron du Plessis has confirmed that the company is considering this move, stating that they are willing to reverse previous packaging decisions and enact a "wholesale overhaul" to reverse subscriber decline. However, details about the rollout timings are still being finalised internally.
If implemented, this change could prove to be a game-changer for MultiChoice. By offering SuperSport as a standalone package, the company aims to provide customers with more choice and flexible pricing, potentially attracting subscribers who only want sports content without paying for larger bundles.
This approach could be a necessary move for MultiChoice to remain competitive in an increasingly crowded market. With streaming services like Netflix, Disney+, and their own platform Showmax, offering the flexibility to choose what one wants to pay for, the old model of expensive, rigid packages is no longer popular.
In fact, many other leagues have already launched their direct-to-consumer platforms. For instance, NBA Pass provides access to all games (live and on-demand) globally, reducing reliance on local broadcasters like DStv. Similarly, LaLiga+ offers live and on-demand content from lower divisions, women's football, and niche sports.
The potential for a competitively priced SuperSport-only package could draw back a significant number of ex-subscribers who have given up on DStv due to cost and limited interest in the offered channels. This would allow subscribers to subscribe to SuperSport only, without paying for a bloated package full of unwanted channels.
The company is currently assessing the commercial impact of the potential unbundling, suggesting they are figuring out how to make it profitable without cannibalizing their premium package. This move, if successful, could signal a promising shift in MultiChoice's approach to customer needs.
For basketball fans and potentially many others, the willingness of MultiChoice to discuss unbundling is a promising sign that the company is starting to listen to its customers' needs. As the company moves forward, it remains to be seen how this potential change will shape the future of sports broadcasting in South Africa.
[1] MultiChoice considers unbundling SuperSport [2] MultiChoice to unbundle SuperSport from DStv [3] MultiChoice CEO hints at possible unbundling of SuperSport [4] MultiChoice to unbundle SuperSport as it seeks to reverse subscriber decline [5] MultiChoice to unbundle SuperSport from DStv
[1] In a bid to cater to changing consumer preferences and the growing influence of streaming services, MultiChoice is contemplating the separation of its premium sports channel, SuperSport, from its higher-tier DStv packages.
[2] As part of MultiChoice's strategy to remain competitive in a crowded market, the company is investigating the possibility of offering SuperSport as a standalone package, providing customers with more flexibility and potentially attracting subscribers strictly interested in sports content.
