In a strategic response to rising consumer pressure, subscriber churn, and regulatory scrutiny, MultiChoice Nigeria has launched the “We Got You” campaign — a bold new customer-centric initiative. The campaign features a 50% discount on DStv decoder prices and free package upgrades for subscribers who renew their subscriptions in full during the promotional period.
Key Highlights of the MultiChoice “We Got You” Campaign
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Decoder Price Slash: DStv decoder (with dish and accessories) now costs ₦10,000, down from ₦20,000.
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Free Package Upgrade: Active and returning DStv and GOtv subscribers who renew their packages between June 16 and July 31, 2025, will be upgraded to the next higher package for free.
This move comes as the company battles a significant decline in subscribers across Nigeria — MultiChoice’s biggest market in Africa — and increasing competition from over-the-top (OTT) platforms such as Netflix, Showmax, Prime Video, and YouTube Premium.
Why MultiChoice is Making These Changes
Between March 2023 and March 2025, MultiChoice lost 1.4 million subscribers, with Nigeria accounting for 77% of total losses in the rest-of-Africa segment. The subscriber loss followed three price hikes within a single year and a difficult macroeconomic environment, including:
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Soaring inflation
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Devaluation of the Naira
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High cost of living
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Unreliable power supply affecting TV viewership
To mitigate further churn and re-engage customers, MultiChoice has repositioned its offering to focus on value and accessibility, rather than just premium pricing.
Regulatory Pressure and Court Cases
This customer-first shift comes amid heightened regulatory action. In May 2025, the Federal Competition and Consumer Protection Commission (FCCPC) initiated legal action against MultiChoice Nigeria’s management over their refusal to comply with investigations into arbitrary price increases.
The Federal High Court in Abuja dismissed MultiChoice’s application to halt the probe, mandating the company to cooperate fully with the FCCPC — thereby forcing a change in strategy and tone.
Strategic Implications of the “We Got You” Campaign
1. Customer Retention and Reacquisition
MultiChoice is using the decoder price cut as a low-friction way to attract first-time subscribers, while the free upgrade reward is a clever retention and reactivation strategy to:
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Bring back dormant customers
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Prevent cancellations
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Encourage longer-term viewing
2. Combating Streaming Competition
With the rise of data-driven platforms, many Nigerians have shifted to mobile-first content consumption. MultiChoice is likely hoping that upgraded content access (via better packages) will reignite interest in live TV, sports, local content, and exclusive African stories.
3. Brand Repair and Sentiment Reversal
The campaign signals a softer, more customer-friendly approach by the brand, especially after months of criticism for ignoring public feedback on affordability.
How the Free Upgrade Works: Package Upgrade Path
| Current Package | Free Upgrade To |
|---|---|
| DStv Yanga | DStv Confam |
| DStv Confam | DStv Compact |
| DStv Compact | DStv Compact Plus |
| DStv Compact Plus | DStv Premium |
| GOtv Jinja | GOtv Jolli |
| GOtv Jolli | GOtv Max |
| GOtv Max | GOtv Supa |
Subscribers must renew their subscription in full before July 31, 2025, to qualify.
Conclusion: A Step in the Right Direction
MultiChoice Nigeria’s “We Got You” campaign is more than a pricing adjustment — it’s a strategic, multi-layered effort to win back hearts, wallets, and viewership. Whether this campaign marks a lasting shift in customer relations or a temporary damage control tactic remains to be seen.
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