Canal+ is supporting DStv and GOtv in a mass hiring initiative to recruit over 1,000 sales-focused positions as part of a strategic plan to restore growth and expand Multichoice’s subscriber base across Africa after subscriber numbers crashed.
In its strategic plan, MultiChoice has outlined the hirings under its strategic pillar of turning around MultiChoice and capturing African growth opportunity
“CANAL+ aims to restore profitable growth at MultiChoice by leveraging the combined expertise, scale and capabilities of both companies across Africa,” the company noted in part of its statement.
According to Canal+, the recruitment drive forms part of a broader €100 million turnaround plan aimed at strengthening MultiChoice’s competitive position.
DStv and GOtv Announce Plan to Hire Over 1,000 Employees
Canal+ and MultiChoice are expanding their operations, planning to recruit over 1,000 sales-focused employees across their markets.
According to the company, the initiative is part of a broader strategy to strengthen subscriber growth and improve the company’s competitive position across Africa.
Further in their strategy, they noted that subscriber growth will be accelerated through a powerful acquisition engine, which includes lowering entry costs with equipment subsidies, expanding the distribution network, and reinforcing the commercial organisation through the recruitment of more than 1,000 sales personnel across MultiChoice markets.
“The Group will accelerate subscriber growth by lowering entry costs through equipment subsidies, expanding its distribution network and reinforcing its commercial organisation with the recruitment of more than 1,000 salespeople on the ground across MultiChoice markets,” they noted.
MultiChoice to Offer Support Staff Voluntary Exit Packages
Further, the company’s strategic plan to restore growth at MultiChoice includes offering support staff the option to exit the company with a voluntary severance pay package.
Also Read: Why 1 Million Kenyans Have Ditched DStv in Just One Year
“At the same time, CANAL+ will initiate a voluntary severance plan at MultiChoice throughout support functions,” the strategy explained.
This initiative, as per the strategy, aims to streamline operations, improve efficiency, and align the workforce with the company’s renewed focus on a sales-driven model.
The plan also involves operational restructuring across MultiChoice’s technology and cybersecurity subsidiary, IREDTO, to enhance performance and support long-term sustainability.
Also, it was noted that the group will simplify and strengthen commercial propositions with clearer pricing, streamlined branding and more effective marketing to enhance customer value.
Kenyans Ditch DStv After Price Increase
The group’s strategy comes after DStv saw a collapse in its subscriber base, with active subscriptions plummeting by more than 84% over the past year amid repeated price increases.
Also Read: French Media Giant Officially Takes Over DStv and GOtv Parent Company MultiChoice
Data from the Communications Authority of Kenya (CA) showed active DStv subscribers dropped from 1.19 million in June 2024 to just 188,824 by June 2025, representing an 84.13% decline.
The sharp subscriber decline came closely with a series of price hikes by MultiChoice, the parent company of DStv.
The company increased subscription fees multiple times over the last year, including a Ksh700 rise in August 2025, following a Ksh500 increase in November 2024 and another adjustment earlier in April 2024.
The Premium package now costs Ksh11,700, up from Ksh11,000 in mid-2025 and Sh10,500 in 2024, a total increase of Ksh1,200 in just nine months.
