MultiChoice Nigeria, the operator of DStv, has announced a significant reduction in the price of its DStv decoders, cutting the cost from ₦20,000 to ₦10,000 as part of a strategic initiative to boost subscriptions and provide greater value to its customers.
The company made the announcement on Tuesday through a statement issued by its Chief Executive Officer, John Ugbe.
According to Ugbe, the move is part of DStv’s new “We Got You” campaign, which aims to reward customer loyalty, attract new users, and reinforce the platform’s commitment to delivering daily value beyond sports content.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe said.
“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 new pricing strategy comes amid growing concerns over subscriber retention and increasing competition from streaming platforms. Industry observers have noted a gradual decline in pay-TV subscriptions in recent years, driven largely by rising economic pressures and evolving viewer habits.
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By slashing decoder prices, MultiChoice aims to encourage more households to come onboard and explore the platform’s wide range of programming, including movies, drama series, children’s content, documentaries, and news.
“This means more channels, more shows, and more reasons to tune in every day,” Ugbe added.
The campaign is also designed to reposition DStv as a platform for daily entertainment, offering customers a broader and more affordable way to access diverse content that caters to different interests and age groups.
The decoder price cut is expected to take effect immediately and may serve as a precursor to further promotional offerings as MultiChoice seeks to consolidate its market share in Nigeria’s highly competitive media landscape.
