Pay-TV operator, MultiChoice Nigeria, has announced a 50 percent reduction in the price of its basic DStv decoder, bringing the cost down from ₦20,000 to ₦10,000. The move comes as part of its new “We Got You” campaign, which aims to help more Nigerian households access premium TV content, especially at a time when many families are struggling with high inflation and economic hardship.
The discount is a response to the company’s shrinking customer base. MultiChoice, which operates both DStv and GOtv services, has lost over 1.4 million subscribers between March 2023 and March 2025. In the second and third quarters of 2024 alone, the company lost about 243,000 customers, as inflation—rising above 30 percent—forced many homes to cut off pay-TV subscriptions in order to prioritise basic needs.
Speaking on the development, MultiChoice Nigeria’s Chief Executive Officer, Mr. John Ugbe, said the drastic price slash is part of efforts to reconnect with customers and make DStv more accessible. He explained that the company wants to reward loyal viewers and show that DStv offers more than just football.
“We want to remind our customers that DStv is not just for watching football matches. There is something for everyone—from movies to Nigerian drama series, children’s cartoons, and international news. We want people to feel the value of their money,” Ugbe said.
In addition to the price cut, MultiChoice has introduced a special offer that allows active subscribers to receive a free upgrade to the next package tier if they renew their current subscription between June 16 and July 31, 2025. The offer is expected to attract new subscribers and encourage existing users to continue using the service.
Many customers have already started responding positively to the new campaign. Mrs. Amina Yusuf, a Lagos resident, said she was finally able to buy a new decoder for her children to enjoy educational and entertainment content. “The price was over ₦20,000 before. It wasn’t easy. But now with this ₦10,000 offer, I got one and even subscribed to a better bouquet,” she said.
However, the decision by MultiChoice may also have been influenced by regulatory pressure. In early 2025, the Federal Competition and Consumer Protection Commission (FCCPC) and the National Assembly queried the company over its repeated price increases—three times within a year since April 2023. At one point, the FCCPC even threatened to prosecute Mr. Ugbe and other senior executives for failing to cooperate with investigations into the price hikes. A Federal High Court later struck out a case filed by MultiChoice to defend the increases, dealing a major blow to the company.
Market analysts believe the company’s latest move is not just about customer care but also about business survival. According to Mr. Victor Eze, a media analyst based in Lagos, the pay-TV industry in Nigeria is facing stiff competition from online streaming services like Netflix, Amazon Prime, and Showmax. “People are moving to streaming platforms. So MultiChoice had to act fast. This discount is good, but they must also improve content quality and make sure the service remains affordable,” Eze said.
Interestingly, while DStv and GOtv are losing subscribers, MultiChoice’s streaming arm, Showmax, has reportedly grown its user base by 50 percent year-on-year. This shows the shift in viewing habits, especially among younger users who prefer to watch shows on mobile phones and smart TVs.
The “We Got You” campaign is coming at a time when Nigerians are facing tough economic conditions. The country is still battling with high inflation, exchange rate volatility, and rising living costs. Many families are prioritising food, rent, and school fees over entertainment. MultiChoice’s new offer, though temporary, is seen by many as a welcome relief.
Industry observers are now watching to see if the new pricing strategy will be enough to stabilise MultiChoice’s subscriber numbers in the long term. If successful, it could force other providers in the Nigerian market to rethink their pricing and customer loyalty programmes. But some experts warn that once the promotional period ends, there may be another drop in subscriptions unless permanent solutions are found.
For now, MultiChoice Nigeria has taken a bold step to regain the trust of its customers. Whether this gamble pays off will depend on how well the company can deliver consistent service, improve affordability, and maintain regulatory compliance.
