MultiChoice Nigeria Slashes DStv Decoder Price by 50%, Offers Free Package Upgrades Amid Subscriber Decline

MultiChoice Nigeria has announced a 50% reduction in the price of its DStv decoder, bringing the cost down from ₦20,000 to ₦10,000 as part of a broader strategy to regain market share and boost customer loyalty.

In a statement released on Wednesday, the company also unveiled a promotional upgrade offer, allowing active subscribers who fully pay for their current DStv package to receive a free upgrade to the next higher tier.

MultiChoice Nigeria CEO John Ugbe said the initiative aims to deliver greater value to customers, especially amid rising economic challenges.

“This is our way of rewarding loyalty and ensuring more Nigerians can access premium content without breaking the bank,” Ugbe stated.

Response to Economic Pressures

The price slash and promotional offer come in the wake of sustained subscriber losses and multiple price hikes on DStv and GOtv platforms. Between March 2023 and March 2025, the company lost 1.4 million subscribers, with 243,000 disconnecting in just six months from April to September 2024, according to the group’s financial disclosures.

In its March 2024 financial report, MultiChoice Nigeria also confirmed an 18% drop in its subscriber base, attributing the exodus to Nigeria’s soaring inflation rate—now exceeding 30%—which has driven up costs of food, fuel, and electricity.

Price Hikes and Market Impact

The latest move follows three separate price hikes in April 2023, November 2023, and May 2024 across all DStv and GOtv packages. Another round of increases took effect on March 1, 2025, as the company cited spiraling operational costs linked to macroeconomic conditions.

“Due to prevailing economic factors, we have unavoidably had to adjust prices. This decision was made after thorough analysis and consideration,” MultiChoice said in a February 2025 communication to partners.

Looking Ahead

As economic headwinds continue to reshape Nigeria’s consumer landscape, MultiChoice appears to be recalibrating its strategy to retain customers and regain lost ground.

MultiChoice Nigeria is a subsidiary of MultiChoice Group, the leading digital satellite and terrestrial TV provider across Africa, and the operator of both DStv and GOtv services.