In a bold response to plummeting subscriber numbers, MultiChoice Nigeria has slashed the price of its DStv decoder by 50 percent , reduci...
In a bold response to plummeting subscriber numbers, MultiChoice Nigeria has slashed the price of its DStv decoder by 50 percent, reducing it from ₦20,000 to ₦10,000, as part of a new strategic initiative aimed at reclaiming market share.
The company announced the price cut on Tuesday, unveiling its new “We Got You” campaign, which aims to ease the financial burden on consumers while repositioning DStv as a daily source of value beyond sports broadcasting.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” said John Ugbe, Chief Executive Officer of MultiChoice Nigeria.
“The ‘We Got You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.”
Ugbe stressed that the platform is broadening its content appeal across various genres — including drama, movies, kids’ programming, and news — to encourage subscribers to discover more diverse offerings.
The announcement also introduced a limited-time promotional offer: between June 16 and July 31, 2025, subscribers who renew their current DStv package in full will automatically receive a free upgrade to the next package tier.
According to MultiChoice, the campaign is part of broader efforts to realign its pricing and services with Nigeria’s current economic challenges, which have been blamed for a sharp subscriber decline of 1.4 million users over the last two years.
Between March 2023 and March 2025, MultiChoice lost a significant portion of its Nigerian customer base, a decline tied to persistent inflation, reduced household income, and a series of controversial price increases.
In the past 12 months alone, DStv and GOtv packages have seen three successive hikes — in April 2023, November 2023, and most recently in April 2024, with the latest price increase taking effect on May 1, 2025.
The decoder discount and bonus upgrade are expected to provide immediate relief to households while attempting to restore public confidence in the brand.
Whether this aggressive push will be enough to reverse subscriber losses remains to be seen — but for now, MultiChoice is signaling that it’s ready to compete for the Nigerian audience more than ever.
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