South African pay-TV operator MultiChoice Group has announced that it will not increase subscription prices for DStv in April 2026, bucking a long-standing annual tradition of price hikes. The move, confirmed by CEO David Mignot, represents a notable strategic change following the acquisition of the company by Canal+.
In an interview with TechCentral, Mignot stated that DStv subscribers will see no increases in their April bills, breaking with years of predictable tariff adjustments that were unpopular with customers. “No, we are not,” he said when asked whether prices would go up in April, adding that the focus is now on building subscriber numbers rather than raising fees.
A Strategic Pivot to Boost Subscriber Growth
This marks the first time in several years that DStv has frozen pricing at the customary April update. The decision comes amid efforts to stabilise the business and reverse a trend of declining subscriber numbers that have hampered MultiChoice’s performance in recent periods.
While Mignot confirmed there are no immediate plans for a price hike next month, he stopped short of ruling out future increases later in the year if economic or operational pressures demand it.
Industry observers see the move as part of Canal+’s broader strategy to prioritise customer retention and rebuild trust with subscribers before revisiting pricing decisions that have historically been an annual tradition.
Customer Relief, for Now
For many DStv users who have grown accustomed to rising subscription costs, the announcement delivers welcome short-term relief. Analysts say maintaining stable pricing could help reduce churn and enhance competitiveness as consumers weigh options between traditional pay-TV and growing streaming alternatives.
As MultiChoice navigates its post-acquisition roadmap, the price freeze signals an important shift in how the company balances customer expectations with commercial realities.
