DStv Loses 1.4 Million Nigerian Subscribers as Economic Pressures Bite
DStv has lost over 1.4 million subscribers in Nigeria in two years, with rising inflation, frequent price hikes, and streaming competition driving the decline
MultiChoice, the parent company of DStv and GOtv, is losing customers at a pace that reflects the financial squeeze on African households and the growing competition in the entertainment market.
Between March 2023 and March 2025, MultiChoice Nigeria lost about 1.4 million subscribers, pushing its active user base from 9.3 million to 7.5 million across the Rest of Africa segment, which excludes South Africa. In Nigeria alone, over 240,000 customers dropped their DStv and GOtv subscriptions in the six months between April and September 2024. By March 2024, the company had recorded an 18% year-on-year decline in active subscribers.
The drop is not just about customer churn but also revenue. Reports indicate that MultiChoice’s Nigerian revenue fell by around 44% during the same period.
Why Customers Are Leaving
Several factors are driving the decline. Rising inflation across African markets has forced many households to prioritize food, fuel, and electricity over pay-TV subscriptions. In Nigeria, inflation has stayed above 30%, leaving little room for discretionary spending.
Frequent subscription price hikes have also eroded customer trust. Between 2023 and 2024, DStv and GOtv raised prices multiple times, sparking backlash and even legal battles. The Federal Competition and Consumer Protection Commission (FCCPC) in Nigeria sued MultiChoice in March 2025 for implementing a price increase while a review was ongoing.
Power challenges further complicate the picture. Unstable electricity supply and high fuel costs limit how much value customers can extract from their subscriptions. Even if a household can afford the fees, frequent blackouts reduce the usefulness of having pay-TV.
On top of that, streaming services and cheaper digital alternatives are chipping away at DStv’s relevance. The shift toward on-demand, mobile-first viewing makes the traditional satellite model feel less flexible.
How MultiChoice Is Responding
In Nigeria, MultiChoice has tried to cushion the decline with new promotions. The company recently slashed the price of its decoders by 50%, from ₦20,000 to ₦10,000, and introduced promotional upgrades where subscribers who pay for one package are bumped up to a higher tier at no extra cost.
It has also launched the “We Got You” campaign, an effort to reframe DStv as a value-for-money option beyond sports, highlighting kids’ content, movies, and news channels.
However, these efforts face structural challenges. Price cuts may attract short-term sign-ups but do not address the deeper issues of affordability, competition from streaming, or power infrastructure problems.
What This Means for DStv
The sharp subscriber drop signals a broader shift in Africa’s entertainment market. Traditional pay-TV is under pressure from both economic realities and changing viewing habits. MultiChoice’s future may depend less on satellite TV and more on how aggressively it invests in streaming, local content, and flexible pricing models that reflect the realities of its markets.
If current trends continue, DStv risks not just a temporary slump but a long-term erosion of its once-dominant position.
