Canal+, the new owner of DStv, is charting an ambitious strategy to increase profits by exporting African-made shows to the global entertainment market. The French media giant plans to leverage its powerful content arm, StudioCanal, to sell productions originally made for DStv’s platforms, signaling a new phase for South Africa’s biggest pay-TV provider.
In an interview with the Sunday Times, David Mignot, CEO of Canal+ Africa, revealed that the company intends to distribute South African-made series through StudioCanal’s established international channels. “StudioCanal is everywhere… they are the biggest seller of European content worldwide,” Mignot said, emphasizing the new focus on global syndication.
High-quality productions are key to this plan. Mignot pointed to Shaka Ilembe and Spinners as standout examples of export-ready African storytelling. Shaka Ilembe, a lavish historical retelling of the life of King Shaka, drew an audience of 3.6 million viewers during its debut week in June 2023, setting a record for any MultiChoice-produced series. It later became the most awarded show at the South African Film and Television Awards (SAFTAs) and maintains stellar ratings, including 8.9/10 on IMDb and 96% on Google Reviews.
MultiChoice disclosed that Shaka Ilembe was a massive undertaking, employing over 16,000 people and requiring 120 builders and thatchers to create its intricate Zulu kingdom sets. Similarly, Spinners—a gritty drama about a teenager escaping gang life through the motorsport of spinning—demonstrates the depth and diversity of African storytelling that could attract international audiences.
StudioCanal’s global reach may significantly amplify MultiChoice’s influence. The French production powerhouse invests around €200 million (R4.05 billion) annually in movies and series, giving it the scale and infrastructure to introduce South African content to audiences across Europe, Asia, and North America. In contrast, MultiChoice spent R20.4 billion on content in its last financial year, primarily focused on local programming.
Neither company discloses exact figures from international content sales, but the partnership offers a clear economic advantage. Canal+ can use South Africa’s lower production costs to create premium-quality content at a fraction of what it would cost in France or other developed markets. Selling these shows in stronger-currency regions would yield higher profit margins, making African content a lucrative export.
MultiChoice’s Hyper-Local Vision
Despite the global expansion, MultiChoice continues to pursue its hyper-local content strategy, prioritizing what African audiences want. The 2023 relaunch of Showmax 2.0 marked a pivotal move: the company shut down its video-on-demand service outside Africa, narrowing its focus exclusively to the continent. The original Showmax had been available for eight years in markets like Australia, Europe, and North America, catering to African diaspora viewers.
This strategic realignment places MultiChoice head-to-head with Netflix and Amazon Prime Video, both of which have invested heavily in South African productions. Netflix’s My Octopus Teacher won an Oscar for Best Documentary, while Beauty and the Bester—a true-crime docuseries on the Thabo Bester prison escape—topped UK streaming charts. Meanwhile, Showmax is betting on similar success with its own true-crime content and localized dramas.
Netflix’s investments have also bolstered South Africa’s film industry, employing international crews for projects such as the live-action remake of One Piece, which cost $48.7 million (R897 million) for its first season. Although Amazon scaled back its African ambitions in 2024, it continues producing major titles like Chris Pratt’s The Terminal List, keeping South Africa a prime destination for global filmmaking.
As Canal+ integrates MultiChoice, analysts believe the new ownership could turn South Africa into a global production hub—one capable of exporting stories, skills, and profits to the world. By combining Canal+’s global network and MultiChoice’s local expertise, the two firms may redefine Africa’s role in international entertainment.
