DStv decoder price crashed by half as subscribers vanish

A 50 per cent cut has been applied to the price of DStv decoders by MultiChoice Nigeria.

The cost has been slashed from ₦20,000 to ₦10,000 with immediate effect, the company confirmed.

This move has been described as a strategic reaction to falling customer subscriptions nationwide.

A public statement was issued by the firm’s Chief Executive Officer, Mr John Ugbe, on Tuesday.

The discount was packaged to attract new users and reward existing customer loyalty, the statement read.

Customers have been encouraged to take advantage of what has been described as an “enhanced value experience.”

Access to premium content has been promised under a new campaign branded as “We Got You.”

All customer segments have been targeted under this scheme, not only football lovers, the CEO stated.

A broader content offer has been presented to subscribers, including drama, kids’ shows, movies, and daily news.

An entertainment-focused lifestyle has been envisioned for Nigerian households, according to MultiChoice management.

Daily viewing routines have been expected to be transformed with more channels and wider content options.

Greater content discovery has been projected by the company under the repositioning initiative.

A subscriber upgrade offer has also been unveiled alongside the price drop.

Automatic package upgrades have been promised to customers who renew their existing plans in full.

The free upgrade will run from June 16 to July 31, 2025, according to the firm.

Heavy Losses Blamed on Harsh Economy

The economic realities facing Nigerians have been blamed for the drastic campaign, the company revealed.

A 1.4 million drop in subscriber numbers was recorded between March 2023 and March 2025.

The company had suffered heavy backlash over repeated subscription hikes within a single year.

In April 2023, the first price hike was announced by MultiChoice Nigeria.

A second increase was introduced in November 2023, drawing widespread complaints from viewers.

Also a third upward adjustment was announced in April 2024 and became effective by May 1, 2024.

The triple increment triggered mass disconnections and reduced customer retention.

Reputational damage was suffered as trust declined across the consumer base.

Furthermore,the recent slash has been seen as a damage-control response.

Market leadership has been threatened by competition and public dissatisfaction.

Public trust is now being rebuilt through affordability and rewards.

MultiChoice’s new direction has been described as customer-focused and sensitive to economic pressure.

Nigerians have been urged to take advantage of the decoder slash and bonus upgrade window.

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