Canal+, the French media giant and new owner of MultiChoice, is making strategic moves that suggest its ambitions go far beyond mere consolidation of pay-TV holdings in Africa. Its latest objective: globalising African storytelling. The company plans to distribute premium African originals worldwide via its global arm, StudioCanal — a pivot with the potential to reshape how African audiences see themselves, and how the world sees Africa.
Speaking to the Sunday Times, Canal+ Africa CEO David Mignot said StudioCanal — already an established player in European content export — will now carry South African and other African productions abroad. But this isn’t a blanket plan: only the high-calibre, standout productions will earn the ticket to the global stage.
As Canal+ refocuses on exporting African content, it simultaneously reaffirms MultiChoice’s home-grown core: reinforcing local stories, local platforms, local audiences. Still, if this bet pays off, DStv’s hit series may soon be watched from Lagos to London, from Accra to Amsterdam.
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From local hits to international ambitions
Canal+’s push is rooted in confidence in Africa’s creative potential — and in an increasingly receptive global audience. Mignot points to StudioCanal’s proven track record in distributing European content as a model: “StudioCanal is everywhere … they are the biggest seller of European content worldwide,” he noted. The idea, now, is to replicate that success with African stories.
Already, a few shining examples are paving the way. Shaka iLembe, a retelling of King Shaka’s life, became a phenomenon in South Africa when it launched in 2023 — drawing 3.6 million viewers in its first week, earning awards, and creating over 16,000 jobs in production. Spinners, the story of a 17-year-old trying to escape gang life through car spinning, is muscular, raw, and imbued with local grit. These are precisely the kinds of productions Canal+ intends to export.
Yet, not every show will qualify. The company is being selective — prioritising productions with strong storytelling, high production values, and universal resonance. It’s a balancing act: maintain authenticity while appealing to a global market. The ambition is to turn African narratives into exportable brands, not just regional hits.
Reinforcing local roots, hedging international bets
While Canal+ embraces the global, it hasn’t forgotten the local. MultiChoice continues to emphasise “hyper-local” content as its anchor. Showmax, for example, remains confined to African markets under its renewed strategy. The firm seems aware that success abroad cannot come at the expense of relevance at home.
This dual strategy — local focus plus selective global export — gives MultiChoice a unique position. It’s not stepping away from its audience in Nigeria, Kenya, or Ghana. Rather, it wants those stories to walk out of Africa’s living rooms and walk into the world’s stage.
It’s worth noting that Canal+ is not the first to eye African content’s export potential. Giants like Netflix and Amazon have already invested heavily in South African productions. My Octopus Teacher won an Oscar, while Blood & Water became a hit in the UK. Africa is fast becoming an attractive destination for filming: lower costs, rich local talent, compelling stories. Canal+ appears to be doubling down on that momentum.
Risks, rewards and the road ahead
There’s opportunity — and danger — in this strategy. On one hand, global exposure can boost brand value, revenue, and cultural influence. On the other, only a few African shows may meet the gatekeeping threshold of StudioCanal’s export mandate.
Canal+ must avoid exporting watered-down versions of African identities or privileging stories that cater only to Western expectations. The authenticity and cultural nuance must remain intact. Production pipelines must be robust, talent must be nurtured, and storytelling must be world-class but rooted in local truth.
If Canal+ executes well, DStv originals could become flagship African exports — watched in North America, Europe, Asia — redefining how the world consumes African narratives. But if they misstep, they risk turning local content into generic “world drama,” losing what gives it its power.
The big question is this: will Canal+ succeed in globalising African stories without losing their soul? The gamble is ambitious, but the prize — a truly global African cultural footprint — is too tempting to ignore.
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