MultiChoice cuts DStv decoder price by 50 percent
After losing 1.4 million subscribers in two years, MultiChoice is going on the defensive.
When a pay-TV giant starts slashing prices in half, you know the pressure’s real. That’s exactly what MultiChoice has done. It cut the price of its DStv decoder by 50% in Nigeria, dropping it from ₦20,000 to ₦10,000.
It’s not a limited-time gimmick but rather a strategic reset. With 1.4 million subscribers lost between March 2023 and March 2025, MultiChoice is now playing defense to stay relevant in a market that’s tightening fast.
The company’s Nigeria CEO, John Ugbe, framed the cut as part of the “We Got You” campaign, designed to ease economic strain on households and make premium TV more accessible. Interestingly, the offer doesn’t stop at more affordable hardware.
Customers who renew their subscriptions in full before July 31 will also get a free upgrade to the next bouquet tier, a value-packed incentive that aims to increase retention without raising fees.
Kelechi Edeh
This pricing change is happening against a backdrop of multiple subscription hikes. MultiChoice implemented three separate price hikes within 12 months, sparking pushback from Nigerian consumers and drawing scrutiny from regulators.
The Federal Competition and Consumer Protection Commission (FCCPC) even dragged MultiChoice to court over its pricing model. Meanwhile, a Federal High Court blocked a proposed price increase earlier this year, citing growing concerns over affordability in a fragile economy.
As most people in Nigeria are aware, we primarily subscribe to DStv due to its extensive sports content, particularly access to the English Premier League. However, with this decoder price drop and subscription promo offer, MultiChoice is attempting to reposition DStv as a platform not just for sports, but also for movies, drama, kids’ shows, news, and everyday entertainment.
Still, the company faces a challenge in a market now flooded with streaming options and cheaper satellite alternatives, such as StarTimes. Hence, MultiChoice is also banking on its streaming arm, Showmax, which it says has seen 50% year-over-year growth.
But hardware still matters, especially in regions with limited internet access, and this decoder price drop is meant to slow the bleeding at the entry point.
In the end, the 50% decoder slash is more than a discount—it’s a signal. MultiChoice knows it’s losing ground, and this move is its clearest admission yet. Whether it’s enough to stop the subscriber slide remains to be seen, but one thing’s certain: standing still isn’t an option anymore.
Louis Eriakha
