In a significant market move aimed at regaining consumer confidence, MultiChoice Nigeria has slashed the price of its DStv decoder by 50%, reducing it from N20,000 to N10,000. The company is presenting the offer as part of its new “We Got You” campaign, which includes a free package upgrade for subscribers who renew their plans in full between June 16 and July 31, 2025.
While the price slash appears to be a consumer-friendly gesture, industry analysts say the decision is a response to deeper problems confronting the pay-TV operator, including plummeting subscription figures, shrinking revenues, and an ongoing legal dispute with the Federal Competition and Consumer Protection Commission (FCCPC).
According to MultiChoice’s latest financial report, Nigeria recorded the highest subscriber losses among the company’s Rest of Africa markets. Between March 2023 and March 2025, the platform lost 1.4 million Nigerian subscribers, representing 77% of the total 1.8 million drop across the region. This sharp decline led to a staggering 44% drop in revenue from the Nigerian market, once a cornerstone of the company’s African operations.
The sustained losses are widely attributed to a series of subscription price hikes implemented by MultiChoice in quick succession, April 2023, November 2023, and May 2024, during a period of heightened inflation and economic hardship. The increases sparked widespread criticism, triggered consumer complaints, and fueled legal action from regulators and advocacy groups. The FCCPC, which has been in court with MultiChoice over alleged anti-consumer practices, is pressing for more accountability and flexible billing options from the company.
In what observers describe as a damage control strategy, the company is now trying to lower the entry barrier for new subscribers while re-engaging churned users. However, experts caution that a reduction in decoder price alone may not be enough to turn the tide.
“The market has evolved,” said a Lagos-based media analyst. “Nigerians now have cheaper and more flexible alternatives with global and local streaming platforms. MultiChoice must go beyond pricing to deliver value that reflects current content consumption habits.”
The rise of platforms such as Netflix, Amazon Prime Video, and local on-demand services has reshaped viewer preferences, with many users opting for more personalized and cost-effective entertainment. At the same time, content piracy continues to erode the market share of traditional pay-TV providers.
Going forward, stakeholders suggest that MultiChoice must rethink its content strategy by investing in more localized, culturally relevant programming. The company will also need to introduce innovative payment models, customized content bundles, and improved customer service if it hopes to regain lost ground and rebuild trust.
The decoder price cut, while a notable gesture, may prove to be only a temporary fix unless accompanied by broader reforms. As legal and market pressures mount, the company’s ability to adapt to shifting consumer expectations and regulatory scrutiny will determine its long-term survival in Nigeria’s increasingly competitive media landscape.
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