In a major move to regain its shrinking customer base, pay-TV giant DStv has announced a 40 percent reduction in the price of its decoders, effective November 1, 2025.
The company said the price slash is part of a broader strategy to make its services more affordable and competitive amid growing pressure from streaming platforms and rising consumer costs.
In a statement issued on Thursday, MultiChoice, the parent company of DStv, explained that the decision followed a comprehensive review of market trends, customer feedback, and the need to provide greater value for money in a challenging economic environment.
“With effect from November 1, 2025, DStv decoder prices will be reduced by 40 percent across all markets,” the company said. “This initiative aims to make quality entertainment more accessible to households while reinforcing our commitment to African storytelling and innovation.”
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The price adjustment is expected to apply to both new decoders and installation bundles, depending on the package and region. The company added that the new pricing model is designed to attract first-time customers and encourage former subscribers to reconnect.
MultiChoice acknowledged that many subscribers have migrated to streaming services offering cheaper, on-demand content. However, it expressed confidence that its wide range of live sports, local movies, and exclusive shows would continue to offer unique value unmatched by competitors.
“We recognize that the market is changing, and customers are demanding flexibility and affordability,” said a senior MultiChoice executive. “This reduction is part of a long-term plan to rebuild trust, reward loyalty, and expand access to premium entertainment across Africa.”
Analysts have described the move as a significant shift in DStv’s marketing strategy, following years of subscriber decline and backlash over frequent price increases. The reduction could help the company stabilize its customer numbers and compete more effectively with emerging digital platforms.
Industry experts also predict that the decoder price cut may boost sales during the festive season, particularly among low and middle-income households seeking cost-effective viewing options.
DStv, which currently operates in over 40 African countries, reaffirmed its commitment to investing in local content production, technological upgrades, and improved customer service as part of its renewed growth plan for 2026 and beyond.