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MultiChoice Nigeria, the digital TV giant behind DStv and GOtv, has announced a 50% price slash on its DStv decoder, reducing the cost from ₦20,000 to ₦10,000. 

The company disclosed this development in a statement on Wednesday, calling it a strategic move to win back subscribers and enhance customer loyalty amid economic hardship.

According to the company, the drastic price cut is paired with a free upgrade offer—allowing active subscribers who renew their packages in full to receive a complimentary upgrade to the next higher-tier bouquet.

John Ugbe, CEO of MultiChoice Nigeria, said the initiative “aims to deliver more value to Nigerian households battling inflation and high living costs.” The company described the offer as part of efforts to combat declining subscription figures, which have fallen drastically over the last two years.

As reported by SaharaReporters, MultiChoice Nigeria lost 243,000 DStv and GOtv subscribers between April and September 2024. 

This was part of a broader trend, with the MultiChoice Group reporting a 1.4 million customer loss between March 2023 and March 2025 across Africa. Nigeria and Zambia contributed the most to this decline.

The company attributed the drop to Nigeria’s rising inflation, which now exceeds 30%, making entertainment services a luxury for many households. Previous subscription hikes in April 2023, November 2023, and May 2024 also contributed to the churn.

MultiChoice acknowledged the economic challenges facing Nigerians and said its revised pricing model is a direct response to operational cost pressures and customer needs.

Despite the setbacks, MultiChoice remains a leading provider of digital satellite and terrestrial TV in Africa, and this price slash marks a significant attempt to rebuild its subscriber base in a struggling economy.

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