MultiChoice Nigeria, the operator of DStv and GOtv, has announced a significant price reduction for its DStv decoder, cutting the cost by 50 percent from ₦20,000 to ₦10,000. This strategic move is aimed at attracting new customers and stemming the tide of declining subscriptions that the company has experienced recently.
According to a statement released on Tuesday by MultiChoice Nigeria’s Chief Executive Officer, John Ugbe, this offer is a direct response to prevailing economic conditions and a way to reward customer loyalty. “We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe stated. He emphasized that the “We Got You” campaign is designed to make premium content more accessible, demonstrating that DStv offers diverse programming beyond just football, covering movies, drama, kids’ shows, and news.
Addressing Economic Realities and Subscriber Losses
The price slash, coupled with a free upgrade initiative, is a clear acknowledgment from MultiChoice of the “noticeable economic impact on the everyday lives of Nigerians.” This comes at a critical time for the company, which recorded a loss of 1.4 million subscribers between March 2023 and March 2025.
This subscriber exodus followed a series of price hikes by MultiChoice Nigeria. The company notably increased its DStv and GOtv bouquet prices three times within a single 12-month period. The first increase took effect in April 2023, followed by another in November 2023, and a third that was announced in April 2024 and implemented on May 1st.
By drastically reducing the decoder price, MultiChoice hopes to reposition DStv as a platform that offers daily value, encouraging existing and potential subscribers to explore its wider array of genres and reaffirming its commitment to affordability in a challenging economic climate. This aggressive pricing strategy is a bid to regain market share and re-engage with Nigerian households seeking affordable home entertainment options.
