Just as call centres and postal services were once essential parts of daily life before technology made them almost obsolete, pay-TV now appears to be heading down a similar path. The era of satellite dishes, decoder renewals, and fixed schedules is fading fast as streaming platforms take over the space once dominated by traditional broadcasters.
From World Cup matches to blockbuster movies and binge-worthy reality shows, audiences are choosing flexibility, affordability, and on-demand entertainment over fixed subscriptions.
With the 2026 FIFA World Cup around the corner, the shift has become even more evident. Streaming giants such as Amazon Prime Video, Apple TV+, YouTube, DAZN, and Netflix are moving to secure rights to the major sporting events that used to belong exclusively to broadcasters like DStv, SuperSport, ESPN, and Sky Sports. What began as an alternative viewing option has now evolved into the new mainstream, shaking up the global media landscape.
And it’s not just about sports. Streaming platforms are home to nearly every kind of content audiences crave, from international films and series to African dramas and global reality sensations like Love Is Blind and Big Brother. Viewers can now watch what they want, when they want, and on any device, whether at home, at work, or on the go.
According to PwC’s Global Entertainment & Media Outlook, live sports alone generate over US$60 billion annually, and an increasing share of that value is flowing to digital platforms. With more people switching to on-demand services, traditional pay-TV operators are under pressure to adapt or risk extinction. Subscription growth is flattening, advertising revenues are shifting to online channels, and the very model that sustained pay-TV for decades, exclusive broadcasting, is losing relevance.
Broadcasters like MultiChoice’s DStv and StarTimes, once untouchable leaders in the African market, are already feeling the impact. Both have started experimenting with hybrid models that combine streaming and traditional services, including Showmax, in an effort to keep pace with rapidly changing consumer habits.
Streaming platforms, meanwhile, are innovating at lightning speed, offering multi-angle viewing, real-time statistics, and personalized recommendations powered by artificial intelligence.
Their user-friendly experience and global accessibility have not only changed how people watch but also how advertisers spend. Brands now prefer digital platforms that offer measurable engagement and global reach, eroding pay-TV’s traditional revenue streams.
Challenges remain, particularly in regions with limited internet infrastructure or high data costs. Yet the shift seems irreversible. Consumers are prioritizing convenience and control, and technology continues to blur the lines between television, mobile, and social media.
As the 2026 World Cup approaches, one thing seems clear, just as technology transformed how people communicate, shop, and work, it is now transforming how they watch. Pay-TV may soon join the list of once-necessary services, like call centres and postal mail, that technology has quietly, but decisively, left behind.
