MultiChoice Nigeria has announced a 50% reduction in the price of its DStv decoder, lowering it from ₦20,000 to ₦10,000 in a strategic move aimed at boosting subscriptions and enhancing customer value.
The pay-TV company revealed the price cut on Tuesday as part of its broader “We Got You” campaign, designed to reward loyal customers and make premium entertainment more accessible.
John Ugbe, Chief Executive Officer of MultiChoice Nigeria, said the initiative reflects the company’s commitment to offering more value despite economic pressures.
“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 stated.He noted that the platform is repositioning itself to encourage content discovery across a broader range of genres, including drama, movies, kids’ shows, and news, reinforcing DStv’s appeal as a comprehensive daily entertainment provider.
In addition to the decoder price cut, MultiChoice introduced a promotional offer that gives active subscribers a free upgrade to the next DStv package tier when they pay for their current package in full between June 16 and July 31, 2025.
The company said the promotions are part of a response to the “noticeable economic impact on the everyday lives of Nigerians,” following a significant subscriber drop.
Between March 2023 and March 2025, MultiChoice reportedly lost 1.4 million subscribers, prompting efforts to improve affordability and retain market share.
This development follows three separate subscription price hikes over the last year: in April 2023, November 2023, and most recently in May 2024.
With these new incentives, MultiChoice aims to regain customer trust and drive renewed interest in its offerings.