MULTICHOICE CUTS DSTV DECODER PRICE BY 50% AS SUBSCRIBER NUMBERS DROP
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By: Sefiu Ajape
MultiChoice Nigeria has announced a 50 percent slash in the price of its DStv decoder — reducing it from ₦20,000 to ₦10,000 — as part of a strategic effort to counter declining subscriptions and attract former and potential customers.
In a statement issued on Tuesday, the company said the price cut is a key component of its new “We Got You” campaign, designed to grow its subscriber base while providing financial relief to households amid ongoing economic challenges.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” said MultiChoice Nigeria CEO, John Ugbe. “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 noted that the platform is undergoing a strategic repositioning to offer daily value across a wide range of content genres — including drama, films, children’s shows, and news — in a bid to encourage viewers to look beyond sports programming.
As part of this repositioning, the company announced a limited-time promotion: from June 16 to July 31, 2025, customers who pay the full amount for their current subscription package will be upgraded to the next tier at no additional cost.
MultiChoice said the price adjustment and promotional upgrade are aimed at addressing the country’s current economic challenges.
The initiative comes in response to a major decline in subscriber numbers, with 1.4 million users lost between March 2023 and March 2025 — a drop attributed to Nigeria’s ongoing economic struggles and repeated price increases.
Over the past year, MultiChoice has implemented three price hikes on its DStv and GOtv services — in April 2023, November 2023, and most recently in April 2024, with the latest increase taking effect on May 1.
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