MultiChoice Nigeria has on June 24, 2025 cut the price of its DStv decoder by half, dropping it from ₦20,000 to ₦10,000.
The announcement came on Tuesday, June 24, as part of a new campaign aimed at reversing a sharp decline in subscribers.
The drastic price cut is a direct response to the loss of 1.4 million subscribers between March 2023 and March 2025.
This subscriber plunge followed a series of three price hikes on DStv and GOtv packages.
Within 12 months in April 2023, November 2023, and April 2024 which many Nigerians blamed for making the service unaffordable.
“We Got You” Campaign: More Than Just a Price Cut
MultiChoice’s CEO, John Ugbe, said the price reduction is part of the “We Got You” campaign.
Designed to reward loyal customers and make premium content more accessible.
Ugbe emphasized that DStv is not just for football fans but offers a broad range of entertainment including movies, drama, kids’ programming, and news.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe stated.
He added that the campaign aims to reposition DStv as a platform offering daily value.
Encouraging viewers to explore diverse genres rather than focusing solely on sports.
A Temporary Sweetener
Alongside the price cut, MultiChoice introduced a limited-time offer.
Subscribers who pay their current package in full between June 16 and July 31, 2025, will receive a free upgrade to the next subscription tier.
This move is aimed at enticing customers to stay or upgrade despite the economic hardships Nigerians face.
Economic Pressures and Consumer Backlash
The company admitted that the price slash.
And upgrade initiative respond to the “noticeable economic impact on the everyday lives of Nigerians.”
The repeated price hikes had sparked widespread dissatisfaction.
Forcing many subscribers to cancel or downgrade their subscriptions.
Critics argue that MultiChoice’s earlier price increases were tone-deaf to Nigeria’s economic realities.
The company’s reversal now appears as damage control after losing millions of customers who could no longer afford the service.
Controversy: Is MultiChoice Playing Catch-Up Too Late?
The timing of this price cut raises eyebrows.
Many question why MultiChoice waited until after massive subscriber losses before making the service more affordable.
The “We Got You” campaign feels like a reactive measure rather than a proactive strategy to keep customers happy.
Some industry watchers suggest the company’s ongoing legal tussle with the Federal Competition.
And Consumer Protection Commission (FCCPC) over pricing practices pressured MultiChoice into this move.
What This Means for Nigerian Pay-TV Market
The halving of the DStv decoder price is a significant shake-up in Nigeria’s Pay-TV landscape.
It could attract new subscribers and bring back some who left.
However, the damage from previous price hikes may take longer to repair.
MultiChoice’s challenge now is to maintain subscriber trust and prove that it values affordability and customer satisfaction over profit maximization.
The “We Got You” campaign includes free package upgrades amid economic hardship.
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