DStv Ponders Over User Demands: Potential Offering of Individual SuperSport Package
MultiChoice Plans to Unbundle SuperSport in Response to Changing Consumer Preferences
MultiChoice, the South African broadcasting giant, has announced plans to unbundle its SuperSport sports channel lineup from its higher-tier DStv packages. This move is part of a major overhaul aimed at reversing subscriber losses and aligning with the rise of streaming services and direct-to-consumer sports offerings.
The decision comes in response to significant subscriber declines. DStv lost over 1 million subscribers recently, with South Africa’s base dropping from 7.6 million to 7.0 million. The unbundling of SuperSport could attract former or price-sensitive subscribers who want sports content without paying for the full premium package.
CEO Byron du Plessis has acknowledged that bundling SuperSport exclusively with premium packages may no longer suit evolving consumer preferences. This strategy shift towards à la carte offerings over expensive bundles may help MultiChoice regain customers and appeal to younger viewers with different consumption habits.
However, MultiChoice is carefully evaluating how to implement unbundling without eroding overall revenue and profitability. The move would represent a significant departure from a 12-year-old packaging strategy and is seen as a “wholesale overhaul” of DStv’s service amid fierce competition from streaming platforms. The company expects to finalize its new packaging within the next six months.
This potential change could address the long-standing complaint of DStv subscribers about the cost and content of their packages. Many people have given up on DStv due to high costs, especially those only interested in a few football matches a week. The frustration among sports fans has been about having to pay for channels they don't watch to get SuperSport.
Other leagues have their own direct-to-consumer platforms, which may not yet have the main games people want, but could be a sign of future developments. For instance, basketball fans have had access to all NBA games globally for years through NBA Pass, reducing reliance on local broadcasters like DStv.
Meanwhile, the emergence of LaLiga+ indicates a trend towards direct-to-consumer platforms. LaLiga launched its own streaming platform, offering live and on-demand content from lower divisions, women’s football, and niche sports.
MultiChoice's own streaming platform, Showmax, could also benefit from this shift. A competitively priced SuperSport-only package could attract many former DStv subscribers back, potentially boosting Showmax's user base.
In summary, MultiChoice’s unbundling of SuperSport from premium DStv tiers aims to provide more choice and attract price-sensitive subscribers, potentially improving subscriber numbers while balancing commercial viability. This move is a positive sign, as it suggests MultiChoice is listening to customer complaints about cost and content and is trying to make its services more accessible and affordable.
- The unbundling of SuperSport could attract former DStv subscribers who are price-sensitive but still interested in sports, including football.
- With the rise of direct-to-consumer sports offerings and streaming services, the shift towards à la carte offerings for SuperSport may help MultiChoice gain younger viewers with different consumption habits who are passionate about football.
