DStv’s plan to win back South Africans

As part of its strategy to boost affordability and win back South African viewers, DStv has launched a campaign to give customers free access to higher-tier packages, cheaper decoders, a new online store, and major sports broadcasts.

DStv’s turnaround strategy is firmly underway, with the company’s recent launch of its nationwide Thol-iUpsize campaign forming part of the plan.

This initiative will automatically give active decoder subscribers in South Africa access to higher-tier packages at no extra cost between 10 November and 31 December 2025.

Locally, DStv explained that the Thol-iUpsize campaign forms part of its broader plan to improve customer value.

It follows recent initiatives such as decoder price cuts, a refreshed DStv Rewards programme, and a successful Open Time weekend, which gave all decoder customers access to Premium content and live sport.

“What we’re doing with our Upsize campaign is part of a bigger value reset at DStv,” said MultiChoice’s Pay TV South Africa CEO, Byron du Plessis.

“We’re focused on making DStv more accessible and rewarding, with affordability and customer experience at the heart of our strategy.”

During the Thol-iUpsize campaign, active decoder customers on Compact Plus and Compact will enjoy Premium, while Family and Access customers will receive Compact at no extra cost.

No action is required from customers, and normal billing resumes in January 2026. With the summer holidays fast approaching, DStv said families will be able to enjoy a wide range of local and international entertainment.

Bringing back customers

The company is also relaunching its online store later in November, offering free delivery and a simpler ordering process.

Decoder prices have already been cut from 1 November to R299 online – excluding installation – or R699 with installation, depending on where customers buy.

“Together, these initiatives, from Thol-iUpsize and decoder price cuts to the AFCON 2025 broadcast, show the progress we’re already making,” Du Plessis said.

“DStv and Canal+’s combined scale makes it possible to give customers across Africa more choice and better value than ever before.” French media giant Canal+ recently acquired MultiChoice.

The Thol-iUpsize campaign is only the latest in a series of initiatives by DStv aimed at reinvigorating the business.

Follwoing Canal+’s acquisition of MultiChoice becoming unconditional on 22 September 2025, the company told Daily Investor that it is focused on integrating with MultiChoice as quickly as possible to benefit DStv’s subscribers.

Canal+ explained that, over time, it looks forward to providing DStv customers with greater local African content, series and local sport and superior value-for-money.

As part of this effort, DStv also brought back Open Time for three days from 7 to 9 November 2025, allowing all DStv customers with a decoder subscription to access to DStv Premium.

This promotion formed part of DStv’s 30th anniversary celebrations. “DStv has grown up alongside its viewers,” Du Plessis said. “For three decades, we have been part of South Africans’ homes, their weekends and their memories.”

“From the start of November, we will be reducing our HD Decoder pricing by 30% in retail channels and over 40% through our newly launched DStv store.”