Canal+ to hire 1,000 salespeople across Africa to save failing MultiChoice

French media group Canal+ plans to hire more than 1,000 salespeople across Africa as part of a €100 million turnaround strategy for its newly acquired subsidiary, MultiChoice, which has lost 500,000 subscribers in the past year.

The hiring push comes as Canal+ reported annual core profit above guidance on Wednesday, with earnings before interest, tax, depreciation, and amortisation (EBITDA) reaching €527 million ($613 million) for 2025, ahead of the company’s €515 million forecast.

MultiChoice’s subscriber base fell from 14.9 million to 14.4 million in 2025, prompting Canal+ CEO Maxime Saada to launch an aggressive turnaround plan focused on strengthening sales, improving content offerings, and tapping what he has called Africa’s “growth potential.”

The media group completed its $3.2 billion acquisition of MultiChoice in September 2025 after an 18-month process that began with an initial bid in February 2024.

The French broadcaster, which produces films including the successful “Paddington” family franchise through its StudioCanal division, positioned the deal as a strategic entry into Africa’s pay-TV market.

Canal+ CEO, Maxime Saada Credit: Philippe Mazzoni

But the acquisition came with immediate challenges. Just months after taking control, Canal+ announced last week it would shut down Showmax, MultiChoice’s loss-making streaming platform that had accumulated €370 million ($428.9 million) in losses over three years despite a $309 million relaunch with NBCUniversal in 2024.

Similar read: MultiChoice to shut down Showmax following years of financial losses

The closure of Showmax marked Canal+’s transition from streaming to enhancing MultiChoice’s established pay-TV operations, and the €100 million hiring and turnaround plan confirms this strategy.

What the €100 million Canal+ investment into Multichoice aims to change

Canal+ said the €100 million investment will focus on recruiting more than 1,000 salespeople, improving content, and simplifying MultiChoice’s offerings. The company also announced it would simultaneously launch a voluntary severance plan for support functions at MultiChoice.

The massive hiring push suggests that the group believes MultiChoice’s subscriber losses stem partly from weak sales execution rather than just market saturation or streaming competition.

Adding 1,000 salespeople across Africa represents a significant expansion of MultiChoice’s ground presence in markets where pay-TV subscriptions still require door-to-door sales and customer service.

MultiChoice is expected to see a slight revenue decline in 2026, but adjusted earnings before interest and tax (EBIT) is forecast to rise to around €170 million as the turnaround measures take effect.

The combined Canal+ and MultiChoice group reported revenues of €8.665 billion for 2025, with 42.3 million subscribers across operations in Europe, Africa, and Asia. For 2026, Canal+ anticipates moderate organic revenue growth, with adjusted EBIT forecast to rise to €565 million.

The company anticipates cash flow from operations to exceed €500 million, with an adjusted EBIT margin projected to surpass 9%. This indicates confidence that the turnaround strategy will yield results, even amid MultiChoice’s current challenges.

The hiring push signals Canal+’s commitment to reversing MultiChoice’s subscriber losses and capitalising on Africa’s growing middle class. However, the company faces stiff competition from global streaming platforms and challenges, including currency fluctuations and economic pressures affecting consumer spending across African markets.

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