In a move to retain its subscriber base and attract new customers, MultiChoice Nigeria has announced a 50 percent price cut on its DStv decoder, bringing the cost down from ₦20,000 to ₦10,000.
The development, revealed on Tuesday, following declining subscription figures and is part of a broader campaign aimed at delivering more value to viewers.
According to a statement by the Chief Executive Officer of MultiChoice Nigeria, John Ugbe, the initiative is part of a customer appreciation strategy designed to increase accessibility and boost engagement across the platform.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe said. “The ‘We Got You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.
He explained further that the platform is repositioning itself as a hub for daily entertainment, urging subscribers to explore a variety of genres beyond sports.
“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,” he added.
As part of the campaign, the company also announced a promotional offer that allows active customers to enjoy a free upgrade to the next subscription tier. The offer is valid for customers who renew their current packages in full between June 16 and July 31, 2025.
MultiChoice noted that both the price slash and the upgrade incentive were introduced in response to the harsh economic realities facing many Nigerians.
“These initiatives reflect our awareness of the noticeable economic impact on the everyday lives of Nigerians,” the statement said.
The pay-TV operator’s latest move follows a significant drop in its subscriber numbers — losing approximately 1.4 million users between March 2023 and March 2025.
It also comes in the wake of a series of price hikes across its DStv and GOtv platforms. Within the past year, MultiChoice Nigeria implemented three separate increases: first in April 2023, then in November 2023, and most recently in April 2024, which took effect on May 1.
