DStv Cuts Decoder Price to ₦10,000 After Losing 1.4 Million Subscribers
MultiChoice Nigeria has halved the cost of its DStv decoder from ₦20,000 to ₦10,000 in a bid to regain market share after losing over 1.4 million subscribers within two years.
Announced Tuesday, the price cut is the centerpiece of a new “We Got You” campaign aimed at easing access to the platform and relieving financial pressure on Nigerian households.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” said John Ugbe, CEO of MultiChoice Nigeria. “The ‘We Got You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.”
The company is also offering a limited-time promotion: between June 16 and July 31, subscribers who renew their current package in full will receive a free upgrade to the next tier.
Also Read: MultiChoice Set to Increase DStv Subscription Rates
The aggressive pricing comes after a turbulent period for the satellite TV provider, which has hiked subscription fees three times — in April and November 2023, and most recently in April 2024, with the latest prices taking effect May 1. The repeated increases, combined with Nigeria’s worsening economic climate, contributed to the loss of 1.4 million subscribers between March 2023 and March 2025.
Ugbe said the company is repositioning DStv not just as a sports hub but as a source of daily value spanning news, kids’ content, drama, and films.
The move signals a broader effort by MultiChoice to rebuild trust and relevance amid rising competition from streaming platforms and persistent consumer backlash.
