IN a strategic move to boost subscription and win back market share, MultiChoice Nigeria has announced a 50% reduction in the price of its DStv decoder, lowering it from ₦20,000 to ₦10,000.
The announcement, made yesterday, comes as part of the company’s “We Got You” campaign, aimed at enhancing customer value and reversing a significant drop in subscriptions. Between March 2023 and March 2025, MultiChoice reportedly lost 1.4 million subscribers.
According to MultiChoice Nigeria CEO John Ugbe, the initiative is both a reward for customer loyalty and a response to the current economic challenges facing Nigerians.
“We want our customers to feel appreciated and have access to the best entertainment every day. This campaign is about showing that DStv is for everyone—not just football fans,” Ugbe said.
He emphasized that the platform is being repositioned to offer daily value across various genres, including movies, drama, children’s content, and news.
In addition to the price cut, MultiChoice introduced a limited-time offer allowing customers to receive a free upgrade to the next subscription tier when they pay in full for their current plan. This promotion is valid from June 16 to July 31, 2025.
The company acknowledged that recent price hikes—implemented three times in 12 months—had impacted consumers. Prices were increased in April 2023, November 2023, and again in May 2024.
By slashing prices and offering enhanced content packages, MultiChoice hopes to stabilize its subscriber base and reaffirm its position in Nigeria’s highly competitive pay-TV market.