Canal+ is planning a €100M initiative to revitalise DStv and GOtv subscribers, with the French media giant placing significant bets on Africa to boost the performance of its recently acquired MultiChoice subsidiary. The company announced the 100 million euro plan for 2026 late last week, targeting key markets where subscriber numbers have been sliding steadily.
Canal+ took full control of MultiChoice Group earlier this year and now wants to reverse the drop from 14.9 million paying households in 2024 to 14.4 million currently. The strategy centers on cheaper equipment, simpler pricing bundles, more local content, and a major sales drive that will bring over 1,000 new salespeople to the ground.
CEO Maxime Saada laid out the thinking in a briefing from Paris. He said the group expects earnings to climb to 170 million euros next year thanks to these moves. The money will go toward subsidising decoder and installation costs, which have long been a barrier for new sign-ups, especially in lower-income households.
Many Kenyans and South Africans have complained that even if monthly fees feel high, the upfront price for a smart box or full HD setup often stops them from starting. Canal+ aims to simplify the initial step, anticipating that once users connect, they will remain engaged due to the content.
The sales force expansion stands out as one of the bolder parts of the plan. Hiring more than a thousand people across the continent enables Canal+ to establish a presence in urban estates, rural towns, and small trading centres.
These agents will visit homes, explain packages, sign them up and help with installations right away. MultiChoice has relied heavily on retail shops and call centers in recent years, but Saada believes direct human contact can build trust and close sales in places where digital marketing alone falls short.
The approach echoes how mobile money agents grew networks in the early days of M-Pesa and similar services.
Content remains the biggest draw, so Canal+ is doubling down on local production. More African series films and live sports will fill the schedule with a promise of no major price increases on existing packages for now.
Fans have pushed back hard, saying the real problem is not decoders but rather the cost of premium sports bundles that lock away the Premier League, Champions League, and local leagues.
Canal+ appears to have heard that feedback because the plan includes simplified packages that let viewers pick what they want without paying for channels they never watch. The goal is to stop people from cutting cords or turning to pirate streams that offer everything for almost nothing.
The subscriber slide has worried investors and staff alike. Economic pressures across Africa have squeezed household budgets, while streaming apps like Netflix, Showmax, and free YouTube channels compete for the same eyeballs.
MultiChoice discontinued parts of Showmax last year, which upset some loyal users and contributed to the churn. Canal+ inherited that headache and now wants to fix it by blending the best of pay-TV reliability with more flexible options.
Saada said the company sees Africa as a long-term growth story despite the current dip, and the 100 million euro commitment shows they are willing to spend to protect and expand market share.
Reactions from customers have been mixed but hopeful. On social media many welcomed the talk of cheaper equipment and no price hikes, saying it could bring back families who left during the tough years.
Others remain sceptical, pointing out that monthly sports fees are still out of reach for average earners. One Twitter user summed up the mood by writing, “Lower the decoder price, fine, but bring down the sports bundle, or we stay on YouTube and other free streaming platforms.”
That sentiment echoes across Kenya, South Africa, Nigeria and other markets where DStv and GOtv once dominated living rooms but now fight to keep them.
The hiring push could create jobs at a time when youth unemployment stays high in many countries. Sales agents will earn commissions, which might appeal to young people looking for flexible income.
The training program will encompass product knowledge, customer service, and basic installation, enabling the new hires to excel immediately. Canal+ hopes this army of representatives will rebuild word-of-mouth trust that has faded in recent years.
Whether the plan works depends on execution. Subsidised equipment sounds good, but the details matter. How low will the entry cost go, and will installation fees disappear too? Simplified packages could win back casual viewers, but sports fans want to see real reductions on premium content.
Local content investment takes time to produce, so the immediate impact might come more from pricing and sales than from new shows. Analysts will closely monitor subscriber numbers in the upcoming quarters, given the high bar set by the 170 million euro earnings target for next year.
For the time being, Canal+ has demonstrated its commitment. The 100 million euro plan signals confidence in Africa despite the challenges. If the strategy brings back lost subscribers while keeping existing ones happy, MultiChoice could stabilise and grow again.
If not, the slide might continue, and the competition from streaming and free options will only get stronger. The coming months will show whether this big bet pays off or becomes another expensive lesson in a tough market.
Canal+ plans a €100M push to revive DStv and GOtv subscribers, and the announcement has people watching closely to see if lower costs and more salespeople can bring back the viewers who walked away.
The company is not standing still, and that alone gives hope to those who still love the channels but struggle to keep paying. The true test begins now as the new hires begin their journey, the decoders become more affordable, and the packages become more straightforward. Everyone with a remote in hand will decide whether the plan works or if the slide keeps going.
