PayTV giant, Multichoice Nigeria, has slashed the price of its DStv decoder by 50%—from N20,000 to N10,000—in a bold move to attract new customers and recover from a significant subscriber decline.
The company also announced a promotional offer that gives subscribers a free upgrade to the next DStv package tier when they pay for their current subscription in full between June 16 and July 31, 2025.
The initiative comes on the heels of a sharp drop in Multichoice’s subscriber base, with 1.4 million customers lost in Nigeria alone between March 2023 and March 2025. The company attributed the move to “the noticeable economic impact on the everyday lives of Nigerians.”
“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,” the company said in a statement.
Promo Targets Active and Returning Subscribers
Dubbed the “We’ve Got You” offer, the promotion is aimed at rewarding loyal subscribers and luring back previous customers by making premium content more accessible.
Multichoice said the upgrade will be applied automatically to all active and returning customers who renew their subscriptions during the promotional window.
“This means more channels, more shows, and more reasons to tune in every day,” the company stated.
Multichoice Nigeria CEO, John Ugbe, said the initiative is a show of appreciation for customers’ loyalty.
“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.
Price Hikes and Subscriber Exodus
Multichoice’s latest move follows a turbulent period marked by rising subscription fees and economic challenges. The company increased prices for its DStv and GOtv packages three times between April 2023 and May 2024.
The Multichoice Group’s recent financial report revealed that Nigeria accounted for a staggering 77% of the 1.8 million subscribers lost across its Rest of Africa (RoA) operations within the two-year period, reducing the total subscriber count from 9.3 million in 2023 to 7.5 million in 2025.
The Group cited factors such as inflation, power grid instability, and fuel scarcity as contributors to the decline.