MultiChoice Halves DStv Decoder Price to ₦10,000 in Bid to Regain Viewers
In a bold move to reclaim its dominance in Nigeria’s pay-TV market, MultiChoice Nigeria has announced a dramatic 50% reduction in the price of its core DStv decoder. Starting June 16, 2025, new customers can now buy the decoder for just ₦10,000, down from the previous ₦20,000. The offer runs until July 31, 2025, under the “We Got You” campaign—a direct response to falling subscriptions and economic strain across the country.
Why the Drastic Price Drop?
The price cut comes amid a backdrop of economic challenges and declining subscriber numbers. According to reports, MultiChoice lost approximately 1.4 million subscribers between March 2023 and March 2025 1. With inflation affecting households and increased competition from streaming platforms, the company needed a bold strategy to win back attention.
The “We Got You” Deal
The decoder price reduction is a headline grabber—but MultiChoice also included a value-adding incentive. Any customer who pays in full for their current subscription package between June 16 and July 31, 2025 will receive a free upgrade to the next tier. That means a Compact user could enjoy Compact Plus benefits with no extra charge 2.
Multi-Genre Appeal, Not Just Sports
At the campaign launch, CEO John Ugbe stated that the goal is to showcase DStv beyond football and sports. “We want our customers to feel appreciated and explore more content—drama, kids’ shows, documentaries, news, and more,” he said 3. This repositioning aligns with MultiChoice’s goal to present DStv as a well-rounded entertainment platform for the whole family.
Price Spikes vs. Relief
The generous 50% discount follows a series of price hikes implemented in recent years. Between April 2023 and April 2024, both DStv and GOtv prices increased three times. Critics pointed out that these incremental hikes—most recently effective May 1, 2024—may have driven away many viewers 4. The decoder price cut is part of MultiChoice’s effort to regain trust.
Competition from Streaming
The shift in viewer behavior affects traditional TV services globally. In Nigeria, challenging economic conditions—like inflation over 30% in late 2024—forced many households to disconnect. MultiChoice reported losing 243,000 more subscribers between April and September 2024, prompting concern over the pay-TV model’s future 5.
Meanwhile, investments in streaming platforms like Showmax have increased, signalling MultiChoice’s dual focus on satellite and online content 6.
Free Upgrade: A Smart Incentive
The free upgrade perk is a compelling tool to lock in loyalty. Customers who renew or re-subscribe within the promotional window are automatically moved one package tier higher. This helps both financially strapped families (who pay less) and the company (which retains subscribers). It’s a win-win during economic hardships 7.
Federal Intervention & Oversight
MultiChoice’s pricing decisions have drawn regulatory attention. In March 2025, Nigeria’s House of Representatives urged MultiChoice to halt subscription increases. They also launched an investigation into whether dominant players were exploiting their market position 8. Despite pressure, MultiChoice proceeded with its April 2024 rate increase—but the decoder flip-flop suggests a more consumer-focused direction.
What This Means for You
- New customers: ₦10,000 for the decoder till July 31, 2025.
- Existing subscribers: Renew within the promo to get a free package upgrade.
- Value opportunity: Explore genres beyond sports at an affordable cost.
Is It Enough to Stem the Decline?
Reducing the decoder cost is a bold tactical move, but long-term success depends on retaining subscribers and delivering consistent value. Effective content diversification—including more Nigerian-produced series, drama, lifestyle, and educational programs—will be key.
At the same time, the battle to balance affordability with profitability continues. As streaming services gain ground and economic uncertainty persists, the pressure remains on MultiChoice to innovate.
Final Thoughts
MultiChoice Nigeria’s ₦10,000 decoder offer and free-upgrade policy represent a renewed attempt to rebuild trust and re-engage viewers. It reflects an understanding of current economic realities and evolving entertainment preferences.
For Nigerians wanting television without breaking the bank, now is a perfect time to join or return to DStv. But the long-term question remains: Can MultiChoice sustain subscriber satisfaction and stay competitive in an increasingly streaming-focused world?
📺 Want to know more? Check with your local DStv dealer or the MultiChoice website for full details and terms.
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