11 July 2025
The Ghanaian government has directed MultiChoice Ghana to reduce DSTV subscription fees by 30%, citing the recent strengthening of the Ghanaian cedi and widespread dissatisfaction among consumers over current pricing and content offerings.
This move reflects mounting pressure on MultiChoice, which has faced revenue declines and subscriber losses across Africa.
During a recent meeting with DSTV leadership — including Dr. Keabetswe Modimoeng, Group Executive for Regulatory and Corporate Affairs — Ghana’s Minister of Communication, Digital Technology, and Innovation, Samuel Nartey George, emphasized the government’s responsibility to protect consumer interests. The Minister pointed out that despite the cedi appreciating by approximately 30% over the past five months, DSTV prices have not adjusted accordingly, leading to perceptions of unfair pricing and reduced affordability for Ghanaians.
George indicated that the government expects MultiChoice to respond formally by July 21 with a concrete proposal for a 30% price reduction, aligning subscription costs with the recent positive currency trend. The government also highlighted public dissatisfaction with the current content lineup, which many perceive as outdated aside from popular Premier League football offerings. Consumers have expressed a preference for direct price reductions over temporary discounts or promotional packages.
While MultiChoice Ghana has implemented promotional offers, the company has acknowledged the government’s concerns and committed to providing a response within the stipulated timeframe, emphasizing the challenge of balancing public interest with business sustainability.
This development is part of a broader industry challenge for MultiChoice across Africa, where disputes over pricing and regulatory pressure have increased — particularly in Nigeria and Malawi. The company has reported significant financial impacts over recent years, struggling with macroeconomic instability, currency depreciation, and rising competition from streaming services and social media platforms.
Specifically, in its latest financial results ending March 31, 2025, MultiChoice revealed a loss of 2.8 million active linear subscribers over two years and a negative impact of R10.2 billion on revenue, driven by currency depreciation and industry disruptions. The company’s active subscriber base declined by 8% year-on-year to 14.5 million, with equal losses split between South Africa and other African markets.
The Ghana government’s intervention underscores the ongoing tension in the continent’s pay-TV sector, highlighting the critical need for affordable content and sustainable pricing models amid economic volatility and evolving consumer preferences.
