Local content fuels African aspirations

A Commitment to African Stories and Local Development

Every African viewer deserves to see their identity reflected in the stories they watch. This principle guides MultiChoice, a leading pan-African entertainment group that has consistently invested in the local entertainment sector. By fostering entrepreneurship, nurturing talent, and producing authentic content, MultiChoice ensures that the narratives it shares mirror the vibrant and diverse reality of Africa today.

In an era where many Africans are facing economic challenges and commercial pressures, businesses can achieve long-term sustainability by focusing on the value they provide to customers. While record-breaking revenues may be difficult to attain for companies reliant on discretionary spending, this period offers an opportunity for African enterprises to reconnect with their core purpose and prioritize customer needs.

For MultiChoice, this is a pivotal moment. The company has a rich history of creating relevant local content across its 50 markets. Its financial position remains robust, with notable growth in key areas such as Showmax, which saw a 44 percent increase in customers year-on-year, DStv internet, which recorded an 85 percent revenue growth, and BetKings, whose revenue rose by 76 percent. Despite these achievements, the company remains focused on addressing the needs of its customers, who are navigating challenging times.

Investing in Content That Resonates

MultiChoice’s commitment to local content goes beyond just entertainment. It is a strategic investment in the cultural and economic fabric of Africa. Over the past financial year, the group added more than 5,340 hours of locally produced films and shows, expanding its library of local content to 91,470 hours. This includes popular reality shows like Big Brother Mzansi and Big Brother Naija, which attract strong viewership, alongside global sports coverage from SuperSport.

SuperSport broadcast 47,839 hours of live coverage last year and produced 1,029 live events. Viewers remained engaged with major international sporting events such as the Paris 2024 Olympic Games and the EURO 2024 Football Championship. These efforts not only entertain but also reinforce the connection between African audiences and global sports culture.

Supporting Careers Through Local Content

The impact of MultiChoice’s local content extends far beyond the screen. Every second of content produced supports the careers of African creatives and production staff. From Kenyan actors and Nigerian presenters to Tanzanian camera crews, Ethiopian directors, and Ugandan post-production teams, the creation of local content generates thousands of jobs across the continent. This not only sustains livelihoods but also ensures that MultiChoice can tell African stories that resonate deeply with local audiences.

To maintain a steady pipeline of talent, MultiChoice invests in the MultiChoice Talent Factory academies located in Lusaka, Lagos, and Nairobi. These institutions produce dozens of qualified film graduates each year, who are then commissioned to create content for channels such as Africa Magic, Zambezi Magic, and Maisha Magic. This hands-on approach ensures that students graduate with the skills needed to meet MultiChoice’s high standards.

Adapting to Customer Needs

Meeting customers where they are also means adapting to their financial realities. To enhance its value proposition, MultiChoice has taken steps to make its services more accessible. Certain channels have been tiered down, and the second concurrent stream is now available at no extra cost. Additionally, the DStv ADD Movies packages have been priced more affordably. In Uganda, the company has piloted weekly subscriptions to better align with customer cash flows.

Social Engagement and Community Impact

Beyond entertainment, MultiChoice remains actively engaged in social initiatives. As the African media partner for The Earthshot Prize in 2024, the company highlighted the work of social entrepreneurs across the continent and supported a platform that awarded five winners annually with £1-million grants to fund their impactful projects.

The MTF Academy has already trained 467 interns and graduates, hosted 1,500 masterclass participants, and seen 152 films go into production. These efforts demonstrate how private investment can drive job creation, economic stability, and talent development across Africa.

Aligning with National Goals

In every territory where MultiChoice operates, its local-investment approach aligns with national development goals. By building career pathways, creating aspirational African content, and driving economic growth, the company continues to play a vital role in shaping the future of entertainment and employment across the continent.