Across African markets, cable TV subscriptions are falling fast. What started as a global trend of cord-cutting has now taken a deeper hold in countries like Nigeria, South Africa, Kenya, and Ghana. The shift is being driven by rising inflation, power shortages, and the rise of cheaper, more flexible streaming options.
In 2025 alone, Multichoice, Africa’s biggest pay-TV operator, lost 1.8 million subscribers, with Nigeria accounting for over 70 percent of that drop. Consumers are choosing Netflix, Amazon Prime, YouTube, and even TikTok over traditional decoders and scheduled TV programming. Younger viewers in particular now expect content that is available on demand, on their phones, and on their own time.
For many households, cable TV has simply become too expensive. Inflation and income pressure mean that people are trimming non-essential expenses. If free or cheaper mobile streaming options exist, they will almost always win. Still, this does not mean cable TV has no path forward. With the right strategies, providers can slow the churn and even rebuild some of their lost audience.
One option is to rethink pricing. In Kenya, Multichoice introduced a SuperSport-only bundle, offering just sports channels at a lower rate. This kind of targeted bundle could work across Africa. Imagine a Kids-only plan, an Africa Magic package, or a Lifestyle selection. Consumers do not always want everything, they just want what they care about at a fair price.
Cable companies can also do more with local content. While global platforms are investing in Nollywood and other African film industries, local pay-TV operators are still better positioned to offer exclusive access to content that deeply resonates with African viewers. Original shows, regional sports leagues, and live events are still strong hooks.
Digital integration is another opportunity. Mobile-first viewers are not coming back to satellite unless they can watch on their devices. This is why investing in smart streaming apps is key. Multichoice saw a major increase in DStv Stream users after pushing online access. Nigerian providers can follow suit by bundling streaming packages with internet plans, making cable content mobile and accessible.
The way forward is not to copy streaming platforms, but to adapt to new viewing habits. With better content bundles, exclusive programming, and user-friendly streaming apps, cable TV providers can stay in the race. It may not look like it did ten years ago, but there is still a future for pay-TV in Africa.
