Case Study: MultiChoice unlocks subscriber insights and reduces churn with Kantar Media

Kantar’s audience measurement system, harnessing data from over a million set-top boxes, guides MultiChoice’s successful strategies to grow and retain subscribers, reduce churn, identify new prospects and increase advertising revenue

MultiChoice, Africa's leading entertainment company and a major pay TV operator, faced the challenge of satisfying diverse subscriber needs and staying ahead of the competition as it expanded into new markets and streaming services. To guide its strategies for growth, retention, and advertising revenue, it partnered with vendor Kantar.

Kantar implemented its audience measurement system, which processes viewing data nightly from over a million set-top boxes across 10 countries. This provided MultiChoice with reliable and actionable insights into content preferences. The impact over a decade-long partnership includes the ability to refine package offerings, develop a content discovery program based on viewer segmentation, and successfully tailor a 'hyper-local' strategy for expansion into new African markets.

MultiChoice

Morne Bosch-Serfontein

Group Chief Data Officer