DStv Slashes Decoder Price in Nigeria, Eyes Subscriber Boost
MultiChoice Nigeria has dramatically cut the price of its DStv decoder. The firm hopes this move will attract new subscribers and help to retain existing customers. The decision follows a period of price hikes and subscriber losses in the Nigerian market.
Decoder Price Plummets
The cost of a DStv decoder has been halved, dropping from ₦20,000 to ₦10,000. This initiative is part of a broader strategy designed to attract more users. John Ugbe, the company’s Chief Executive Officer, issued a statement explaining the strategy.
MultiChoice Nigeria has slashed the price of its DStv decoder by 50 per cent, dropping it from ₦20,000 to ₦10,000.
— World Today News (@worldtodaynews) April 2, 2024
“We want to ensure our customers feel appreciated and have access to the best entertainment every day. The ‘We Got You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.”
—John Ugbe, Chief Executive Officer
With this price cut, MultiChoice seeks to broaden its appeal and combat subscriber decline. Satellite TV subscriptions have seen fluctuations recently; for instance, the number of pay-TV subscribers in Sub-Saharan Africa decreased to 18.79 million in 2023 (Statista).
Additional Promotional Offers
To further incentivize subscriptions, the company is offering a complimentary upgrade to the next DStv package. This offer applies to subscribers who pay for their current plan in full between June 16 and July 31, 2025. The corporation said these moves acknowledge the economic challenges faced by Nigerians.
Context of Recent Price Hikes
The discount and bonus package upgrades follow a period of increasing prices. MultiChoice Nigeria raised its DStv and GOtv bouquet prices on three separate occasions within a year. These increases occurred in April and November 2023, with another taking effect in May 2024.
The company’s moves are intended to provide greater value. The goal is to encourage content discovery across a variety of genres, including movies, kids’ programs, drama, and news.