Multichoice Slashes DStv Decoder Price to N10,000 in Strategic Move to Win Back Nigerian Subscribers
In a bold move to regain lost ground in Nigeria’s competitive pay-TV market, MultiChoice Nigeria has announced a 50% reduction in the price of its DStv decoder, slashing it from ₦20,000 to ₦10,000. This major price cut, which took effect on June 16, 2025, is part of a broader effort by the company to make its services more accessible and affordable for millions of Nigerians amid growing economic challenges.
The announcement, which was made on Tuesday through a statement by John Ugbe, the Chief Executive Officer of MultiChoice Nigeria, highlights the company’s desire to attract new customers and re-engage former subscribers who may have left due to rising costs. The initiative is part of their new customer loyalty campaign tagged “We Got You”, which also includes a free upgrade to the next DStv subscription tier for users who pay their current plan in full between June 16 and July 31, 2025.
According to Ugbe, “This is about showing our customers that we value their loyalty and want them to enjoy more of what they love. DStv is more than just football – we’re offering access to a wide range of channels, from drama and documentaries to kids’ shows, news, and blockbuster movies.”
The CEO further emphasized that the company is repositioning DStv as a platform for daily entertainment value, not just during football seasons. The goal is to encourage Nigerians to discover and enjoy the full variety of DStv content across multiple genres, making the decoder more than just a luxury but an everyday necessity in the home.
This announcement comes at a critical time for MultiChoice. According to recent financial data from its parent company, the Multichoice Group, the company has lost over 1.4 million subscribers in Nigeria over the past two years. This massive drop accounted for 77% of the total subscriber losses recorded across its Rest of Africa (RoA) operations.
Between 2023 and 2025, the RoA saw a drop of 1.8 million subscribers, bringing the total number down from 9.3 million to 7.5 million. Nigeria, being the Group’s largest market in Africa outside South Africa, was hit the hardest.
Analysts point to multiple reasons behind this downward trend, including inflation, unreliable electricity supply, and fuel scarcity, all of which have made television viewing more expensive and less practical for many Nigerian households.
Compounding the problem, MultiChoice Nigeria had implemented three subscription price increases within a short period – twice in 2023 (April and November) and once again in May 2024 – further straining the wallets of consumers.
With public discontent rising over the cost of pay-TV and alternative streaming platforms becoming more popular, this price slash is seen as an urgent strategy to rebuild trust, stimulate customer interest, and boost subscriber numbers.
As the competition in the digital content space intensifies, it remains to be seen how far this new offer will go in restoring MultiChoice’s dominance in the Nigerian market. But for now, the new decoder price and free subscription upgrade are likely to spark renewed interest among viewers seeking more value for their money.
