In a bold and aggressive move to reclaim its market dominance, MultiChoice Nigeria has slashed the price of its DStv decoder by a staggering 50 per cent, dropping it from ₦20,000 to a new price point of ₦10,000. This dramatic price cut is the centerpiece of a new campaign aimed squarely at attracting new customers and, more critically, stemming the tide of subscribers who have abandoned the platform in recent years.
The decision comes at a pivotal moment for the satellite television giant, which has been grappling with the twin pressures of a harsh economic climate in Nigeria and growing customer frustration over repeated subscription fee increases. The company’s strategy is clear: make the entry point into the DStv ecosystem more affordable and then prove its value to keep customers loyal.
A Crisis-Driven Strategy
This is not just a routine promotion; it is a direct response to a significant crisis. MultiChoice has been bleeding subscribers at an alarming rate. The company’s own figures reveal a staggering loss of 1.4 million subscribers in its Nigerian market between March 2023 and March 2025. This exodus was largely fueled by a series of sharp price increases that left many households struggling to justify the expense.
The timeline of the hikes illustrates the mounting pressure on consumers:
- April 2023: First price increase.
- November 2023: Second price increase.
- April 2024: A third price increase was announced, taking effect on May 1, 2024.
These repeated hikes occurred against a backdrop of severe economic hardship for many Nigerians, who are contending with high inflation, the removal of fuel subsidies, and a volatile exchange rate. For many, the rising cost of DStv and GOtv subscriptions became unsustainable, forcing them to cancel their service in favour of more affordable entertainment options, including streaming services and free-to-air channels.
The “We Got You” Campaign: More Than Just a Discount
To complement the decoder price cut, MultiChoice has rolled out a new campaign under the slogan “We Got You.” According to the company’s Chief Executive Officer, John Ugbe, the initiative is about more than just a lower price; it’s about fundamentally repositioning the DStv brand as an essential part of daily life for the entire family.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day. 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 campaign aims to shift the perception of DStv from being a premium, event-driven service—often associated primarily with live football—to a platform offering broad, everyday value. The company is encouraging subscribers to explore its vast library of content across various genres, including movies, local and international drama series, children’s programming, news, and documentaries.
As an added incentive, MultiChoice is also running a limited-time promotional offer. Subscribers who pay for their current subscription package in full between June 16 and July 31, 2025, will receive a free upgrade to the next higher package tier for a month. This “step-up” offer is designed to expose customers to a wider range of channels and content, hoping to entice them to remain on a higher-tier plan in the future.
Can a Price Cut Win Back Trust?
While the 50% reduction in the decoder price is a significant and welcome step for potential new customers, the core challenge for MultiChoice remains the high cost of its monthly subscriptions. The company has acknowledged that its recent decisions were a direct response to the “noticeable economic impact on the everyday lives of Nigerians.”
The key question now is whether this new strategy will be enough to win back the trust of former subscribers who felt alienated by the relentless price hikes. For the strategy to succeed, MultiChoice must convince Nigerians that it offers indispensable value that is worth the monthly fee. The company is betting that by lowering the barrier to entry and showcasing the breadth of its content, it can rebuild its subscriber base and solidify its position in an increasingly competitive market.
Conclusion
MultiChoice’s decision to slash its DStv decoder price is a clear admission of the difficult position it finds itself in. Faced with a massive subscriber exodus and a tough economic landscape, the company has been forced to pivot from a strategy of price increases to one of aggressive customer acquisition and retention.
The “We Got You” campaign, combined with the price cut and upgrade offers, represents a comprehensive effort to change the narrative. The success of this gambit will ultimately depend on whether Nigerian consumers believe the value offered is enough to justify a long-term commitment in a market where every naira counts.
Stay woke. Stay tuned. Stay with AKEWE NEWS.
