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It Is Called Popular TV
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Why They Are Leaving DSTV
For years, MultiChoice’s flagship service DStv stood as the undisputed king of pay television in Nigeria, dominating living rooms from Lagos to Kano to Port Harcourt with premium sports, movies and exclusive content. But beneath that long-standing dominance, cracks have begun to show, driven largely by economic realities, pricing controversies and a growing hunger among Nigerians for cheaper alternatives.
The shift did not happen overnight. It has been building gradually, fueled by repeated price hikes that left many subscribers frustrated and, in some cases, completely priced out. Between 2023 and 2025 alone, DStv’s premium package rose sharply, climbing by more than 50 percent within that period, while other bouquets also recorded significant increases. These increases were justified by the company as necessary to maintain world class content, but for millions of Nigerians battling inflation and declining purchasing power, the explanation offered little comfort.
By March 2025, the reality had become even more pronounced. Subscription rates surged again, with Compact moving from about N15,700 to N19,000, Compact Plus hitting around N30,000, and Premium reaching over N44,000. The backlash was swift. Regulatory bodies intervened, lawmakers raised concerns, and consumers began to look elsewhere. At one point, the country’s consumer protection agency even dragged the company to court over its decision to implement hikes despite regulatory objections.
Behind the scenes, the impact was measurable. The company lost hundreds of thousands of subscribers within months, as economic hardship forced households to reconsider what had once been seen as an essential service.
Even in 2026, when the company broke tradition by halting its usual annual price increase, it was widely interpreted as a defensive move aimed at stopping further customer losses.
It is within this context that a new entrant quietly began to gain ground in Nigeria’s satellite television space. Known simply as Popular, the platform has rapidly become the talk of the market, especially among cost conscious viewers looking for alternatives that deliver more for less.
Unlike traditional satellite TV, Popular operates with a hybrid model that blends satellite access with internet streaming. This approach allows it to offer a wide range of channels, including many that viewers traditionally associate with DStv, alongside additional content from global streaming sources. The result is a service that feels both familiar and expanded.
According to marketers pushing the product across major cities, the appeal is straightforward. “People are tired of paying so much every month,” one dealer in Lagos said. “When we show them Popular, and they see they can get almost everything plus more at a lower cost, they don’t think twice.”
Another marketer explained the strategy even more bluntly. “We tell them, why pay premium when you can pay small and still watch everything? That is what is driving the sales.”
The entry of Popular into Nigeria did not follow the traditional route of heavy advertising or corporate fanfare. Instead, it spread through word of mouth, informal retail networks and aggressive grassroots marketing. Dealers demonstrated the product in neighborhoods, showing potential buyers how it works, especially its internet powered features.
A distributor involved in its rollout described its arrival as deliberate and calculated. “We studied the Nigerian market very well before bringing Popular in,” he said. “We knew the major complaint was cost, so everything about the product was designed to solve that.”
“The goal was simple, give Nigerians more content at a price they can actually afford.”
For consumers, the shift has been driven by necessity rather than luxury. A civil servant in Lagos who recently switched services put it plainly. “I loved DStv, especially for football, but it became too expensive. With Popular, I still watch my matches and I even get more channels online.”
Another user described it as a relief. “It is not just cheaper, it feels smarter. You can connect to the internet and watch extra content. It is like having satellite TV and streaming in one.”
The rise of Popular has also come at the expense of other emerging competitors, particularly SLTV, which had earlier positioned itself as a low cost alternative to DStv. SLTV gained traction by offering subscription packages starting from as low as N2,500, with about 55 channels spanning entertainment, sports and children’s programming.
For a time, SLTV was seen as the next big disruptor. Its affordability attracted thousands of Nigerians, especially after earlier DStv price hikes triggered a wave of migration. But while SLTV focused on affordability alone, Popular appears to have taken things a step further by combining affordability with expanded access through the internet.
A retailer who sells both platforms explained the difference. “SLTV is cheap, yes, but Popular is giving people more options. With internet added, customers feel like they are not limited.”
He continued, “Right now, if you put both side by side, more people are asking for Popular.”
Still, SLTV remains a strong alternative, particularly among users who prefer a straightforward satellite service without the need for internet connectivity. Industry observers say both platforms are benefiting from the same underlying trend, dissatisfaction with DStv’s pricing structure.
But the emergence of Popular and other alternatives signals a new era, one where dominance is no longer guaranteed and consumers have more power than ever before.
As one marketer summed it up, “The market has changed. People now have options, and once they see those options, they don’t go back easily.”
And in Nigeria’s ever competitive entertainment space, that shift may prove to be the biggest disruption of all.
–Benprince Ezeh
08068599879
