The leading pay-TV operator and owner of DStv and GOtv, MultiChoice Nigeria, has reaffirmed its unwavering commitment to the country, despite Nigeria’s challenging economic landscape.
While many companies are scaling back operations or exiting Africa’s largest economy due to volatile market conditions, MultiChoice said, it is doubling down on its investments in local content, infrastructure and community development.
Speaking on this development, the CEO of MultiChoice Nigeria, John Ugbe, recently emphasised the company’s dedication to the nation, stating that, “We are here to stay because we believe in Nigeria. This country is rich with talent, creativity, and resilience. It’s our privilege to contribute to showcasing that through our platforms. We are not just investing in entertainment; we are investing in people, communities, and the future of this great nation.”
MultiChoice has faced significant macroeconomic challenges, including the volatility of the naira, rising inflation, and increasing energy costs.
These factors have driven up the cost of acquiring both local and international content while making day-to-day operations more expensive. Despite these hurdles, the company has chosen to maintain its long-term vision for Nigeria.
In a formal statement signed by John Ugbe, the company explained that, MultiChoice’s decision to adjust subscription prices earlier this year was necessary to sustain operations and continue delivering quality services., adding that, “due to prevailing economic conditions leading to increased business expenses, we have unavoidably had to adjust the prices of our DStv and GOtv subscription packages. We understand the impact this change may have on our valued customers, and this decision was made only after careful consideration and thorough analysis.”
While global streaming giants such as Netflix and Prime Video have scaled back their investments in Nigeria due to economic pressures, MultiChoice said, it has taken a different approach. Through platforms like Africa Magic and Showmax, he said, the company is increasing its focus on Nigerian originals, scripted dramas, unscripted shows, and other locally relevant programming.
To him, “this strategy not only amplifies Nigerian voices but also strengthens the country’s creative industries. Recent additions to Africa Magic’s lineup include a slate of new shows such as Uriri, a fantasy drama series chronicling the journey of a legendary warrior, and PTA, a gripping hostage drama set in a school.”
Beyond entertainment, MultiChoice said, it has made substantial contributions to Nigeria’s socio-economic development as the company directly employs over 3,000 staff members while indirectly creating opportunities for more than 28,000 people through its network of dealers, retailers, installers, and sales agents.
Saying, its investments extend into education, healthcare, and sports development, he said: “For instance, over $2.2 million has been invested in education via Multichoice Resource Centers and DStv Eutelsat Star Awards, which provides learning materials and equipment to schools across 21 states. Similarly, partnerships with organisations like the Sickle Cell Foundation have resulted in over NGN200 million being channeled into healthcare.”
In sports development alone, he said, MultiChoice has invested over $12 million since 2015, saying, this includes support for grassroots football through initiatives like the Higher Institution Football League (HiFL) and substantial funding for boxing development programmes. “Another good case study would be the highly successful MultiChoice Talent Factory (MTF) which in six years has produced and impacted 7,700+ lives who are now leading lights in the industry. These efforts reflect MultiChoice’s belief in nurturing talent at all levels: Programmes like the MultiChoice Talent Factory speak to who we are as Nigerians, natural-born storytellers. It’s fulfilling to see how these programs empower the next generation of African creatives.”
Despite its positive contributions, MultiChoice has not been without controversy. The company recently faced legal action from Nigeria’s Federal Competition and Consumer Protection Commission (FCCPC) over its recent price hike implemented on March 1, 2025. The FCCPC accused MultiChoice of violating regulatory directives by proceeding with the adjustment before completing a mandated review process. However, Ugbe remains steadfast in defending the company’s actions as necessary for sustaining operations amidst rising costs.
MultiChoice has also introduced measures to ease the financial burden on subscribers following the price adjustment. These include initiatives like the Price Lock feature, which allows customers to renew their subscriptions at old rates, and the Step-Up offer that enables users to access higher-tier packages at discounted rates. These strategies aim to balance affordability with service quality while ensuring that subscribers continue enjoying premium entertainment.
The company’s broader economic impact is equally noteworthy. Since its inception in Nigeria, MultiChoice has paid over $469 million in direct and indirect taxes while contributing significantly to infrastructure development within the broadcast industry. This includes capacity building for local talent and technical assistance aimed at raising standards across Nigeria’s media landscape.
At a time when many organisations are retreating from Nigeria due to economic uncertainty, MultiChoice stands out for its resilience and optimism about the country’s future. “Nigeria is our home,” Ugbe asserted passionately. “We are committed to staying here and growing with this vibrant nation. Together, we can build an ecosystem that supports creativity and innovation while driving sustainable development.”
As it continues its journey in Nigeria, MultiChoice said, it remains focused on empowering individuals and communities through entertainment and development initiatives. Its steadfast belief in Nigeria’s potential serves as a testament to its long-term vision for contributing meaningfully to one of Africa’s most dynamic markets.
