MultiChoice Nigeria has cut the price of its DStv decoder in half, reducing it from ₦20,000 to ₦10,000, as the company battles to reverse a steep decline in subscriber numbers.
The pay-TV giant announced the dramatic price reduction on Tuesday, alongside a promotional campaign aimed at attracting new customers and retaining existing ones after losing 1.4 million subscribers between March 2023 and March 2025.
According to Chief Executive Officer John Ugbe, the move forms part of the company’s ‘We Got You’ campaign, which seeks to reward customer loyalty and deliver enhanced value to 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 in a statement.
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“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 statement added.
“This means more channels, more shows, and more reasons to tune in every day,” the statement added.
Additionally, the company announced a promotional offer granting subscribers a free upgrade to the next DStv package tier when they pay for their current plan in full between June 16 and July 31, 2025.
MultiChoice maintained that both the price slash and the free upgrade initiative represent a response “to the noticeable economic impact on the everyday lives of Nigerians.”
Previously, the company increased its DStv and GOtv bouquet prices three times within 12 months — first in April 2023, followed by another hike in November 2023, and a third announced in April 2024, which took effect on May 1.
