In a bold strategic push to arrest a steep subscriber decline and reassert dominance in Nigeria’s increasingly competitive pay-TV space, MultiChoice Nigeria has slashed the retail price of its DStv decoder by 50%, dropping it from ₦20,000 to ₦10,000.
The price cut, announced Tuesday, is part of MultiChoice’s “We Got You” campaign — a multi-pronged customer engagement effort aimed at repositioning DStv as a hub for everyday entertainment, not just a seasonal sports platform.
The initiative comes on the heels of a tough two-year stretch for the pay-TV giant, which lost approximately 1.4 million subscribers between March 2023 and March 2025, according to internal figures.
Industry analysts attribute the decline to harsh economic realities, mounting consumer dissatisfaction over repeated price hikes, and increasing competition from more flexible streaming alternatives like Netflix, Amazon Prime Video, and even Showmax — ironically owned by MultiChoice itself.
“We want our customers to feel truly appreciated and have daily access to high-quality entertainment,” said John Ugbe, Chief Executive Officer of MultiChoice Nigeria. “This campaign is about expanding the DStv experience beyond football — it’s about offering something for everyone, from movies and drama to children’s content and breaking news.”
Alongside the decoder price cut, MultiChoice also unveiled a limited-time promotional offer: subscribers who pay for any DStv package in full between June 16 and July 31, 2025, will be automatically upgraded to the next package tier at no extra cost — a move clearly designed to drive renewals, boost engagement, and ease the financial strain on households.
This repositioning follows three controversial subscription price hikes within a single year — in April 2023, November 2023, and again in May 2024 — during a period of rising inflation, currency depreciation, and the removal of fuel subsidies that continue to squeeze Nigerian consumers.
Compared to global and regional streaming rivals that offer low-cost, on-demand content, DStv’s bouquet-based model has faced growing scrutiny for its limited flexibility and perceived lack of value. Analysts say the decoder price slash signals a strategic recalibration by MultiChoice to make its platform more accessible, particularly in semi-urban and rural markets, where affordability is key.
“This isn’t just about dropping prices — it’s about repositioning for long-term relevance,” said a Lagos-based media strategist. “MultiChoice is being forced to adapt or risk further erosion of its user base in a digital-first, mobile-savvy Nigeria.”
By lowering the cost of entry and bundling added value, MultiChoice is not only attempting to win back lost goodwill but also preempt further regulatory scrutiny amid growing concerns over monopolistic practices and consumer protection in the pay-TV industry.
Still, observers note that while this move is significant, it must be backed by sustained improvements in content quality, digital accessibility, and pricing transparency to maintain long-term loyalty in a rapidly evolving media landscape.
“This is MultiChoice’s loudest signal yet that it’s listening — but staying ahead in this market will take more than short-term fixes,” the analyst added. “It’s a start, not a solution.”
