In response to a sharp decline in subscriptions, MultiChoice Nigeria has announced a 50 percent reduction in the price of its DStv decoder, slashing the cost from ₦20,000 to ₦10,000. The move is part of a broader strategy to recover lost market share and ease the financial burden on customers.

The company revealed the discount on Tuesday as part of its new “We Got You” campaign, which aims to attract new subscribers and retain existing ones amid tough economic conditions.

“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.”

Ugbe explained that the platform is repositioning itself as a hub for diverse, daily entertainment spanning drama, movies, kids’ shows, and news—beyond its traditional emphasis on sports.

As part of the campaign, MultiChoice is also offering a limited-time promotional upgrade. From June 16 to July 31, 2025, subscribers who pay in full for their current package will receive a complimentary upgrade to the next higher package tier.

The price cut and bonus upgrade are part of the company’s efforts to adjust to Nigeria’s current economic realities and win back customers following widespread dissatisfaction over recent pricing policies.

Between March 2023 and March 2025, MultiChoice Nigeria lost approximately 1.4 million subscribers, a decline attributed to the country’s economic downturn and successive price hikes.

In the past year alone, MultiChoice raised prices on its DStv and GOtv packages three times.

The company says it is now focused on rebuilding customer trust and making its services more affordable and attractive to Nigerian households.