For many Nigerian families, the nightly ritual of gathering around the television — watching news, Nollywood classics, or live football matches — has long been a source of comfort in tough times. But now, that simple pleasure is slipping out of reach.
MultiChoice Nigeria, the parent company of DStv and GOtv, has reported a record-breaking loss of 1.4 million subscribers over the past two years. Behind the numbers is a story of economic hardship, frustration, and difficult choices made by ordinary Nigerians who can no longer afford to stay connected.
In March 2025, MultiChoice announced yet another round of subscription price increases — the third in less than two years. The DStv Premium package jumped from N37,000 to N44,500, while GOtv Supa Plus moved from N15,700 to N16,800. These hikes came on the heels of previous increases in May 2024. The company said rising operational costs made the adjustments unavoidable, but for millions already grappling with inflation above 30% and a naira in freefall, it felt like a punch to the gut.
“It used to be our weekend treat, watching matches together as a family,” said Musa, a father of four living in Kaduna. “But now, even feeding the children is a struggle. How can we afford DStv?”
Musa is not alone. Between April and September 2024, MultiChoice lost 243,000 subscribers in Nigeria alone — part of a broader drop of 2.8 million across the continent. For many, the decision to cancel wasn’t about loyalty — it was about survival.
Consumer advocacy groups like Save the Consumers have raised their voices, calling for boycotts and demanding accountability. Legal action from the Federal Competition and Consumer Protection Commission is also underway, reflecting the growing public outcry.
Once a proud flagship market for MultiChoice, Nigeria has become a cautionary tale. As households tighten their belts, cheaper streaming platforms — often shared among friends or accessed via mobile devices — are emerging as attractive alternatives.
Industry analysts warn that without a course correction, MultiChoice could face a steeper decline. “They’re pricing themselves out of relevance,” says media analyst Kemi Adebayo. “People are making heartbreaking choices, and entertainment is the first thing to go.”
Now, as the company tries to walk the tightrope between staying afloat and staying affordable, one thing is clear: Nigerians aren’t just switching off their decoders — they’re tuning out of a relationship they once cherished.