DStv is losing dominance in the African digital entertainment scene, and we are all wondering why.
In 2024 alone, DStv lost 1.8 million customers throughout Africa, reducing the customer count by a whopping 11%.
There are several speculations as to why this happened. The main sources of the loss have been the extreme power outages in Zambia and the great consumer pressure in Nigeria, where inflation has been over 30% for much of the year. DStv also experienced a drop in clientele across nations in Africa, including South Africa, where it is headquartered.
DSTV is not performing as well as it used to. In this article, I outline several reasons why DStv is failing.
Competition from streaming companies
As internet streaming services grow more popular and cheaper, uncapped bandwidth becomes accessible, Africans are quitting DStv and other broadcast satellite providers. Cable and satellite TV subscriptions are rapidly falling in African media markets while internet-based streaming services are rising at the same time.
DSTV was popular in the 1990s and 2000s since there wasn’t as much competition for satellite digital carriers because the internet wasn’t as readily available as it is today. Compared to conventional television services, social messaging apps now allow consumers instant access to information that is supported by videos and textual content.
Regular television services are consequently continually chasing shadows. The antiquated business model utilized by DStv is no longer able to retain clients owing to their lack of sophistication.
Recent and larger infrastructural developments and the resulting expansion of electricity to even the most remote and long-neglected areas, as well as the growth of internet access in African cities, are aiding the migration of Western and Asian media conglomerates to Africa. In Africa, where the population is also greater, commercial success is being sought via economies of scale.
As such, Africans choose internet-based streaming services like Netflix, YouTube Premium, HBO Now, Hulu, Amazon Prime TV, Apple TV, Showmax (owned by the same company as DSTV), and others.
Content availability and exclusivity loss
In the past, DStv held exclusive broadcasting rights for the bulk of entertainment material. However, DStv has since lost its stronghold on the entertainment business, as alternative broadcast services and streaming platforms now supply as much if not more material than DStv.
Even the lucrative sports sectors, where satellite providers like DStv previously had an advantage and control broadcast rights, are being attacked by web-based streaming and social media platforms. For instance, Facebook and La Liga have previously teamed to give free broadcasting of the Spanish soccer league in India and other Asian countries.
Piracy and illegal streaming
The broad availability of pirated material and illegal streaming services is a significant issue for the entertainment sector, and DStv has suffered a major blow. The programming accessible on DStv can be watched for free, thus, most individuals no longer see a need to pay for a DStv membership.
Despite the hazards involved with streaming on illegal sites, it is rising quickly in usage because it’s free. These platforms give a large choice of programming, much more than what is accessible on DStv. As such, it has significantly diminished patronage of platforms like DStv, particularly for individuals who desire access to information for free, disregarding the hazards.
Economic difficulties
Many countries in Africa are confronting inflation and a decreased level of life, notably in Nigeria, where inflation is as high as 30%.
DStv has always been pricey, but the price was justified by the value given. But currently, there are so many cheaper possibilities, and the price of DStv subscriptions continues growing. The economic position in many African nations means that people are no longer able to afford a DStv subscription, particularly when there are cheaper and better choices.
Limited content
DStv delivers a vast selection of entertainment possibilities, but not endless. A lot of popular shows are not featured on DStv, and obsolete content is replayed a lot.
Another key problem that leads to the discontent of DStv users is how DStv delivers its content to viewers. More and more people are watching TV the way they read a book; they want to have every chapter of the book with them at once, wherever they are, at all times. You can’t tell them that they may read the book’s introduction today and then access the remaining chapters every other Sunday afternoon, largely at home.
In the same manner, people want to access material whenever and wherever they are, and DStv is reluctant to catch up to the trend.
Customer service and decoder problems
Numerous former DStv users voiced discontent over the bundles’ lack of customization to match their unique viewing preferences. The frequent and extended ad pauses between viewings upset consumers more than on streaming platforms.
Compared to similar competitors like Netflix, the My DStv app is not user-friendly, owing to its terrible design. Users desire something more modern and user-friendly.
Decoder difficulties include bad signal when it’s raining, and needing to manually relocate the satellite whenever clients are changing residences is a cause of significant annoyance.
Conclusion
With the advent of the internet, it is anticipated that online streaming services like Netflix will become the majority in the entertainment business, and cable-based services like DStv will take a backseat.
There are several adjustments that will need to be made if DStv doesn’t want to go bankrupt owing to its failure to keep up with technological developments. The biggest difficulty appears to be the expensive cost of membership, reduced flexibility in terms of content modification, restricted material, and decoder issues. If DStv intends to compete with internet streaming providers, it will need to solve all these difficulties.
