In a bid to reverse a decline in subscriptions and attract new customers, MultiChoice Nigeria has slashed the price of its DStv decoder by 50%, cutting it from ₦20,000 to ₦10,000.
The company unveiled this price drop as part of its “We Got You” campaign, which aims to deliver greater value and show appreciation to loyal subscribers. The announcement was made by MultiChoice Nigeria’s Chief Executive Officer, John Ugbe, in a press statement on Tuesday.
“We want our customers to feel valued and have access to premium entertainment every day,” Ugbe said. “DStv isn’t just about football; it’s a platform that brings value across genres—movies, kids’ shows, drama, and daily news.”
As part of the campaign, the pay-TV giant also introduced a limited-time promotion. From June 16 to July 31, 2025, subscribers who renew their current subscription in full will receive a free upgrade to the next higher DStv package tier, effectively offering more content at no extra cost.
MultiChoice explained that the initiative is a response to the economic pressures facing many Nigerian households. The company reported a loss of 1.4 million subscribers between March 2023 and March 2025, prompting the shift in strategy.
This move comes after three price hikes in just one year—first in April 2023, again in November 2023, and most recently in May 2024—sparking widespread customer dissatisfaction and contributing to the subscriber decline.
“We’re repositioning DStv as a daily value service, giving customers more reasons to tune in—beyond just live sports,” the CEO added.
