The Ghanaian government has mandated MultiChoice Ghana to lower its DSTV subscription fees by 30% in response to the recent appreciation of the local currency and growing public discontent with the current pricing structure.
This directive arrives as MultiChoice, which operates in multiple African countries, is experiencing a decline in both revenue and subscriber numbers.
During a meeting last week with a DSTV delegation led by Dr. Keabetswe Modimoeng, the group executive for regulatory and corporate affairs, Communications Minister Samuel Nartey George emphasised the government’s duty to address the concerns raised by Ghanaians regarding high DSTV prices and outdated content offerings.
Minister George highlighted that despite a 30% rise in the value of the cedi over the past five months, DSTV’s subscription rates have not adjusted to align with this positive economic shift. Consequently, he is urging a 30% price reduction to reflect the strengthened cedi and provide financial relief to consumers.
The minister notes that while MultiChoice has introduced promotional offers, customers overwhelmingly prefer a direct price cut rather than temporary discounts. Feedback from public consultations indicates widespread dissatisfaction with DSTV’s content, which many users find outdated, except for Premier League football, leading them to feel that current pricing is unwarranted.
To address these issues, George has given MultiChoice Ghana until July 21 to respond formally to the government’s request, anticipating a substantial proposal that will facilitate further discussions by the end of July.
In response, Dr. Modimoeng acknowledged the government’s concerns and expressed appreciation for the opportunity to engage in dialogue. The MultiChoice team expressed a positive outlook regarding the minister’s request, committing to provide feedback by July 21 and emphasising the importance of striking a balance between consumer interests and business sustainability.
This situation highlights a broader pricing challenge within the pan-African pay-TV market following similar fee disputes in Nigeria and Malawi. In Ghana, the push for price reductions intensifies as MultiChoice grapples with financial setbacks, having lost subscribers and revenue in the financial year ending March 31, 2025.
Last month, the company shared its financial results, indicating significant disruptions over the past two years due to adverse macroeconomic factors affecting economies, businesses, and consumers across Sub-Saharan Africa. Additionally, ongoing changes in the video entertainment industry—such as the proliferation of piracy, streaming platforms, and social media—have severely impacted MultiChoice’s performance.
During this challenging period, MultiChoice reported a loss of 2.8 million active linear subscribers and faced a US$573 million decline in revenue attributed to local currency depreciation against the US dollar.
The company announced that it concluded the year with a total of 14.5 million active linear subscribers, representing a 1.2 million decrease, or an 8% year-over-year decline, with subscriber losses evenly distributed between South Africa and other African nations.
