In a strategic move to regain subscriber numbers, MultiChoice, the parent company of DStv, is set to reduce prices of HD decoders by 30% to 40%, as reported. This price cut applies to both online purchases and retail outlets across key African markets, initially targeting South Africa, followed by Nigeria and Kenya.
In South Africa, the price of a standard HD decoder is expected to decrease by 40%, marking a significant drop.
This decision follows Canal+’s recent acquisition, which now holds a 45% stake in MultiChoice and is influencing its strategic direction. The price cuts aim to offset a notable decline in subscribers driven by economic pressures and stiff competition from streaming platforms. Between March 2023 and March 2025, DStv and its affiliate GOtv in Nigeria experienced a loss of 1.4 million subscribers.
Additionally, revenue in Nigeria plummeted by 44% year-on-year, falling from US$355.93 million in 2024 to US$197.74 million in 2025. Overall, MultiChoice has seen over 2 million subscribers exit across Africa in recent years, with a staggering 2.8 million losses recorded in 2024, largely due to inflation and currency depreciation.
In South Africa, which accounts for 60% of MultiChoice’s revenue, subscriber growth has stabilised but remains slower than in other regions. The total number of linear pay-TV subscribers declined by 1.2 million across the company in the last financial year.
Users in Nigeria are increasingly turning to streaming services like YouTube and Netflix due to harsh economic conditions, despite an inflation rate of 18%.
The public response on the social media platform X has been one of frustration. A post by @NigeriaStories received over 300 comments, with many users calling the decoder price cut “too little” without any reduction in subscription fees. “Cut the monthly fees first,” urged one commenter, highlighting the demand for more affordable options.
MultiChoice’s goal with the decoder reduction is to increase uptake and reverse subscriber churn. This promotion coincides with “Open Time,” a special event taking place from November 7 to 9, which offers active subscribers free access to Premium channels.
As Canal+ moves toward further integration, analysts agree that subscription pricing must adapt to maintain the 60% market share in Nigeria and stabilise performance in South Africa. As MultiChoice competes with over-the-top services, this initiative tests whether lowering hardware prices can effectively curb subscriber losses. The company reported a total of 18 million subscribers across the continent at the end of 2024, down from previous highs.
