Kenya's piracy hunt

As petrol prices continue to soar and disposable income dwindles, South African consumers are making a series of desperate adjustments across three fundamental aspects of their lives: television, groceries, and mobile data. It's a picture of a nation struggling to make ends meet, where the once-premium TV packages, branded grocery baskets, and large data plans have become luxuries only the affluent can afford.

Old Mutual's savings report reveals a stark reality: 29% of working South Africans have downgraded their TV streaming service, 27% have switched to cheaper supermarket brands, and 24% have moved to cheaper cellphone or data plans. What's striking is that these decisions are often made simultaneously, with households opting for a cheaper bundle in all three areas. This is not a temporary response to a short-term economic squeeze; rather, it's a long-term adjustment to a world where premium offerings are no longer within reach.

In a surprising turn of events, MultiChoice, the DStv operator owned by Canal+, is embracing this trend. By slashing equipment prices and lowering the barrier to entry for new subscribers, they've triggered a massive surge in sign-ups. Canal+ reports that subscriber acquisition in MultiChoice countries jumped 40% in H1 2026, with June marking its best acquisition month in South Africa in a decade. This is a far cry from the expected outcome, where downscaling would lead to a decline in subscribers. Instead, MultiChoice is leveraging the trend to increase its market share.

Woolworths, the retail giant, is facing similar pressures from shoppers seeking promotions and essential purchases. The retailer has warned that its earnings per share (EPS) could be up to 10% lower for 2026. This is a clear indication that the consumer downscaling trend is having a ripple effect across various industries.

The most striking aspect of Old Mutual's survey is that these behaviours have remained relatively consistent for three consecutive years. South Africans are not behaving like consumers waiting for a quick recovery; they are behaving like consumers who have adjusted to a world in which premium entertainment, premium groceries, and premium mobile plans are all being questioned. This is a nation struggling to redefine what "premium" means in the face of economic uncertainty.

As a writer, it's clear that this trend has far-reaching implications for businesses and policymakers alike., how will they respond to this new reality? Will they adapt and innovate, or will they cling to the old premium offerings that are becoming increasingly unaffordable?

In South Africa, the writing is on the wall: the era of premium offerings is coming to an end. As a nation, it's time to adjust to a new reality where affordability and sustainability take center stage.