MultiChoice Nigeria has announced a 50% reduction in the price of its DStv decoder, lowering the cost from ₦20,000 to ₦10,000 in a bid to attract more customers and address declining subscription numbers.
The company said the move is part of a broader strategy to reward loyal customers and enhance content accessibility, especially as it navigates the impact of Nigeria’s tough economic climate.
In a statement issued on Tuesday, MultiChoice Nigeria’s Chief Executive Officer, John Ugbe, said, “We want to ensure our customers feel appreciated and have access to the best entertainment every day. 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 further explained that the brand is repositioning itself as a platform for everyday entertainment.
“By repositioning itself as a platform for daily value, DStv aims to encourage content discovery across a wider array of genres, including movies, drama, kids’ programming, and news.
This means more channels, more shows, and more reasons to tune in every day,” the statement added.
In addition to the price cut, MultiChoice is also offering a promotional deal: customers who pay for their current subscription package in full between June 16 and July 31, 2025, will receive a free upgrade to the next higher package tier.
The company noted that both the decoder discount and the free upgrade initiative are designed to respond to the “noticeable economic impact on the everyday lives of Nigerians.”
This development follows MultiChoice Nigeria’s recent struggle with subscriber losses — with 1.4 million customers reportedly dropping off between March 2023 and March 2025.
Industry watchers will recall that MultiChoice implemented three price hikes on DStv and GOtv subscriptions within a 12-month span: in April 2023, November 2023, and again in April 2024, which took effect from May 1.
