MultiChoice Nigeria has slashed the price of its DStv decoder by 50 per cent, reducing it from ₦20,000 to ₦10,000, in what the company says is a strategic move to reward loyal customers and attract new ones amid declining subscriptions.
The new offer, which was announced on Tuesday, is part of a broader campaign by the satellite television provider to reposition itself as a more accessible and customer-centric platform.
Speaking on the development, MultiChoice Nigeria’s Chief Executive Officer, John Ugbe, stated that the price cut is tied to the company’s “We Got You” campaign aimed at boosting value and accessibility for subscribers.
“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 said.
He added that the new direction is about broadening the platform’s appeal beyond sports content and encouraging users to explore a variety of genres available on DStv.
“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,” the CEO added in the statement.
Alongside the decoder price slash, MultiChoice also unveiled a promotional offer that allows existing customers to receive a free upgrade to the next DStv package tier. The upgrade is available to subscribers who pay for their current package in full between June 16 and July 31, 2025.
According to the company, both the decoder discount and the free package upgrade were introduced as a direct response to the country’s tough economic conditions and the financial strain on households.
MultiChoice noted, “The price slash, and the free upgrade initiative is a response to the noticeable economic impact on the everyday lives of Nigerians.”
The announcement follows a period of significant customer losses for the pay-TV provider. Between March 2023 and March 2025, MultiChoice reportedly lost 1.4 million subscribers across its services.
It also comes after a series of controversial price increases within a 12-month span. The company raised its subscription fees three times—first in April 2023, then in November 2023, and again in April 2024, with the latest hike taking effect on May 1, 2024.
