MultiChoice Nigeria has cut the price of its DStv decoder by 50 percent, reducing it from ₦20,000 to ₦10,000. The company said the price slash is part of efforts to boost customer acquisition and address falling subscription rates. In a statement issued on Tuesday, Chief Executive Officer John Ugbe described the offer as a reward for customer loyalty and a step toward delivering greater value to subscribers. “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. “By repositioning itself as a platform for daily value, DStv aims to encourage content discovery across a wider array of genres, including movies, drama, kids’ programming, and news. “This means more channels, more shows, and more reasons to tune in every day,” the statement added. The company also unveiled a promotional offer that gives subscribers a free upgrade to the next DStv package tier when they fully pay for their current plan between June 16 and July 31, 2025. MultiChoice said the price reduction and free upgrade initiative are part of efforts to cushion the harsh economic realities facing Nigerians. The move follows a loss of 1.4 million subscribers between March 2023 and March 2025. It’s worth noting that MultiChoice Nigeria had increased its DStv and GOtv subscription rates three times in the past year—first in April 2023, then in November 2023, and most recently in April 2024, with the new rates taking effect on May 1.