MultiChoice Nigeria has announced a major price reduction for its DStv decoders, slashing the cost from ₦20,000 to ₦10,000 in a bold attempt to regain market share and attract more subscribers. Alongside this price cut, the company is introducing a promotional campaign that offers active and returning customers a free upgrade to a higher bouquet when they pay their current subscription in full.

This initiative, which runs from June 16 to July 31, 2025, is part of a broader strategy aimed at reversing the sharp decline in subscriber numbers the company has suffered over the past two years.

Promotion Offers More Channels for Less

MultiChoice Nigeria unveiled the “We’ve Got You” campaign as a dual-offer designed to reduce entry barriers for new customers and reward loyalty among existing ones. The campaign includes:

• 50% price slash on DStv decoders, now ₦10,000

• Free upgrade to the next package tier for all customers who renew their subscription in full during the promo window

This upgrade applies automatically and covers subscribers from entry-level packages all the way up to the Compact Plus plan. For example, customers subscribed to the Compact plan will be upgraded to Compact Plus, while Compact Plus customers will be moved to Premium for the duration of the promotion.

According to the company, the offer provides “more channels, more shows, and more reasons to tune in every day.”

CEO Highlights Customer-Centric Vision

MultiChoice Nigeria’s Chief Executive Officer, John Ugbe, described the campaign as a way of recognizing and appreciating customer loyalty, while also expanding access to quality entertainment.

“We want our customers to feel valued and enjoy premium entertainment without stretching their budgets,” Ugbe said. “This initiative is about showing that DStv has something for everyone, not just sports fans. Whether you’re into drama, kids’ content, or news, there’s something here for you.”

By focusing on value, the company hopes to reconnect with customers who may have discontinued their service due to economic pressures.

Steep Subscriber Loss Drives Urgency

MultiChoice’s latest offer comes against the backdrop of significant subscriber attrition. Over the last two years, the company reportedly lost 1.4 million subscribers in Nigeria alone. This figure accounts for 77% of the total 1.8 million subscriber losses across the company’s operations in other African markets during the same period.

The decline has been attributed to several interlinked factors, including:

• High inflation, which has severely eroded purchasing power

• Power outages and unreliable electricity supply

• Rising fuel costs and scarcity

• Price hikes in subscription packages

• Increased competition from streaming platforms

These challenges have not only discouraged new sign-ups but have also caused many loyal customers to discontinue their subscriptions.

Frequent Price Increases Sparked Customer Backlash

MultiChoice Nigeria had raised its DStv and GOtv subscription prices three times between April 2023 and May 2024. The first increase occurred in April 2023, followed by another in November 2023, and a third hike that took effect in May 2024.

These increases, coupled with deteriorating economic conditions, sparked widespread criticism from consumers and public interest groups. Many viewers described the hikes as unjustified, especially when power supply issues prevented consistent access to the service.

Some subscribers also pointed to a perceived lack of sufficient local content and flexibility, driving them to explore alternatives like streaming services which offer cheaper and on-demand options.

Streaming Rivals Intensify Competition

With the growing popularity of internet-based entertainment, more Nigerians are shifting to platforms like Netflix, YouTube, and Showmax. These services offer monthly plans that are often more affordable, especially when costs can be shared across users.

Additionally, the ability to watch content anytime without ads has become an attractive option for younger and tech-savvy audiences.

MultiChoice now faces the challenge of not only improving pricing but also delivering unique and consistent value to stand out in a competitive media landscape.

Promotion Targets All Customer Segments

The decoder price cut and free tier-upgrade apply to both new and returning customers, provided they pay their existing bouquet in full. Even customers who have been inactive for months can return and immediately enjoy a higher-tier experience without paying extra.

Here’s how the upgrade works:

This ensures that customers enjoy more variety in programming—including channels focused on international movies, local drama, kids’ content, and educational shows—at no additional cost for the duration of the offer.

Customer Sentiment and Economic Timing

MultiChoice’s decision to launch this campaign during Nigeria’s difficult economic climate could resonate positively with the public. With inflation hovering above 30%, many Nigerians have been forced to cut back on non-essential spending, including cable subscriptions.

By reducing decoder prices and adding value through free upgrades, the company seeks to present itself not just as a premium provider, but also as a cost-conscious brand that understands its customers’ realities.

This could help restore trust and rebuild customer loyalty in the coming months.

Looking Ahead: MultiChoice’s Strategic Goals

The company appears to be recalibrating its business model by emphasizing retention over aggressive pricing. In the short term, the focus is clearly on:

• Attracting lapsed and new users

• Improving customer satisfaction through enhanced value

• Reducing churn by offering a taste of premium content

• Creating a buzz that drives decoder sales during the promo window

Long-term, MultiChoice is expected to invest more in digital innovation, localized content, and integrated streaming services. It aims to evolve with changing media consumption patterns while maintaining its legacy pay-TV base.

Final Thoughts

The decoder price cut and free package upgrade mark a timely intervention by MultiChoice Nigeria to reverse a worrying downward trend in subscriptions. With many households struggling under economic pressure, this move offers some relief and an incentive to reconnect with DStv.

More importantly, it signals a shift in the company’s posture—from profit-first pricing strategies to customer-first engagement. If executed effectively, this campaign could not only stabilize MultiChoice’s subscriber base but also restore its image as a responsive and customer-focused entertainment provider.

As the promotion continues through July 31, all eyes will be on how well the market responds—and whether this initiative can truly bring back the viewers.