Multichoice Nigeria has cut DStv decoder prices by 50%, reducing the cost from N20,000 to N10,000, effective immediately. This bold strategy aims to attract new subscribers and retain existing ones amid a significant decline in its customer base.
The company also launched its “We’ve Got You” campaign, offering a free upgrade to the next DStv package tier for active and returning subscribers who renew their subscriptions in full between June 16 and July 31, 2025. This initiative is designed to make premium entertainment more accessible, encouraging content discovery across diverse genres like movies, drama, kids’ programming, and news.
Addressing Subscriber Decline in Nigeria
Multichoice Nigeria has faced a challenging period, losing 1.4 million subscribers between March 2023 and March 2025, according to the latest financial results from its parent company, Multichoice Group. This loss accounts for 77% of the 1.8 million subscriber drop across its Rest of Africa (RoA) operations, reducing total subscribers to 7.5 million in 2025 from 9.3 million in 2023.
The company attributes this decline to economic pressures in Nigeria, including high inflation, power grid failures, and fuel scarcity. These factors have strained consumers, prompting Multichoice to reposition DStv as a platform delivering daily value to its audience.
Rewarding Loyalty with Enhanced Entertainment Value
The “We’ve Got You” campaign targets both loyal and new customers by offering automatic upgrades to higher-tier packages during the promotional period. “This means more channels, more shows, and more reasons to tune in every day,” Multichoice stated in an official release.
John Ugbe, CEO of Multichoice Nigeria, emphasized the company’s commitment to customer satisfaction, stating, “We want to ensure our customers feel appreciated and have access to the best entertainment every day.” He added, “The ‘We Got You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.”
Economic Challenges and Price Hikes
Multichoice Nigeria raised DStv and GOtv subscription prices three times within two years, with increases in April and November 2023, followed by another in April 2024, effective May 1. These adjustments, driven by Nigeria’s economic challenges, have contributed to the subscriber exodus.
Despite these price hikes, Multichoice’s latest initiatives signal a shift toward affordability and value, aiming to rebuild trust and engagement with Nigerian consumers. The company hopes the reduced decoder prices and free upgrades will reverse the subscriber decline and strengthen its market position.
A Strategic Pivot for Growth
By slashing decoder prices and offering subscription upgrades, Multichoice Nigeria is making a calculated move to recapture market share in a competitive PayTV landscape. The focus on affordability and diverse content aims to appeal to a broader audience, from families to entertainment enthusiasts.
As economic pressures persist, Multichoice’s efforts to enhance value could set a precedent for other PayTV operators in Nigeria. The success of this campaign will likely depend on its ability to deliver consistent, high-quality entertainment to a cost-conscious audience.