Ditch the Selfie Stick, But Keep the Remote? Why Multichoice Needed a Reality Check

Remember selfie sticks? Those awkward, extendable arms that plagued tourist hotspots a decade ago? Yeah, those. Back in the day, a friend and I were chilling, predicting what would fade into irrelevance within the next ten years. Selfie sticks were a no-brainer, but my bold claim – that Multichoice, specifically their DStv service, would be next – felt a bit more controversial.

Well, fast forward to 2024, and let's just say my prediction is looking a little less crazy. Multichoice's share price has nosedived by over 23% in the past five years, and the culprit? Clinging to an outdated model in a world obsessed with choice.

Here's the deal. For years, Multichoice held viewers hostage with their pre-packaged DStv bundles. Remember those days? You either coughed up for a bunch of channels you never watched, or you were left out in the content wilderness. It wasn't exactly a recipe for customer satisfaction. Why not choose the channels you want, was my question.

Then came the streaming revolution. Netflix. Disney+. Showmax (Multichoice's own, belated attempt to join the party). Suddenly, viewers had a world of entertainment at their fingertips, and the best part? They only paid for what they wanted. No more channel fillers, no more forced commitment – just pure, pick-and-pay bliss. Now it's not even about channels; it's about choosing the shows you want at a time that suits you.

Multichoice, bless their hearts, seems to have missed the memo. While their investment in Showmax shows a glimmer of hope, it's not enough. The damage is done. DStv has seen a steady exodus of subscribers, particularly those in the premium and mid-market brackets, all lured away by the siren song of choice and affordability.

Don't get me wrong, Multichoice is not down for the count yet. They still have a loyal following and a strong presence in Africa. But if they want to avoid becoming the next selfie stick – a relic of a bygone era – they need a serious reality check.

The future belongs to flexibility. Viewers want to curate their own entertainment experience, not be dictated to by pre-determined packages. It's time for Multichoice to embrace the "pick and pay" model, give the people what they want, and ditch the forced subscriptions before they become as outdated as, well, a selfie stick on a deserted beach.

By Mhleli Tenza

#StreamingWars #PickAndPay #SubscriptionFatigue #CustomerExperience #FutureofTV