Multichoice Nigeria, the parent company of pay-TV giant DStv, has announced a dramatic 50% reduction in decoder prices, dropping the cost from ₦20,000 to ₦10,000, in a strategic move to reverse a steep decline in subscribers. The decision, revealed today, comes amid growing competition from streaming platforms and mounting customer dissatisfaction with rising subscription fees.
The price cut follows a reported loss of 2.4 million subscribers in 2024, a trend exacerbated by multiple fee hikes—25-26% in 2024 alone, with an additional increase implemented earlier this year. This subscriber exodus has been fueled by Nigeria’s soaring inflation, which reached 33.2% in 2024, making DStv’s premium packages increasingly unaffordable for many households. Customers have increasingly turned to alternatives like Netflix, Showmax, and iROKOtv, with a 2023 International Telecommunication Union study noting that 60% of African households have adopted streaming due to its cost-effectiveness.
In a statement, Multichoice Nigeria’s CEO, John Ugbe, emphasized the company’s intent to “give back” amid economic pressures, aiming to boost content discovery across genres such as movies, sports, and news. The promo also includes a free DStv upgrade, positioning the service as an everyday value proposition rather than a luxury tied to major events.
However, the move has sparked mixed reactions on social media. Many Nigerians argue that the real issue lies not with decoder prices but with the steep monthly subscription fees, which have risen three times since 2023. “If they like, let the decoder be ₦5,000, we won’t buy—old movies and high subscriptions are the problem,” tweeted one frustrated user.
Others have pointed to successful boycotts in Ghana, where a 33% temporary fee reduction was introduced after a 30-day ultimatum, and Uganda, where a 2024 boycott led Multichoice to petition the government to block streaming imports.
The Ugandan case has raised eyebrows, with Multichoice seeking to curb the influx of digital streaming products amid declining sales. Ugandan consumers, however, remain resolute, demanding improved services or a complete withdrawal of DStv from the market.
Industry analysts suggest that while the price slash may attract some customers, it might not address the root cause of DStv’s challenges. “This feels like a reactive measure against a global shift toward streaming,” said a telecom expert. “With affordable alternatives gaining traction, Multichoice needs a broader strategy to stay competitive.”
