Movie awards in Nigeria aren’t just ceremonies. They are milestones, celebrations of dreams realised, careers launched, and proof that Nollywood keeps pushing boundaries.
This has been the story of the MultiChoice’s Africa Magic Viewers’ Choice Awards (AMVCA), Africa’s and Nollywood’s biggest and brightest film and television awards night, dedicated to honouring the brilliance of talented creatives—actors, directors, producers, and writers—while unapologetically showcasing elaborate African fashion and embracing digital creators who have become global icons in their own right.
For many creatives across the board, this single night isn’t just about prestige. It drives an entire economy, shaping fiscal calendars from elaborate set designs to catering contracts, down to the ushers whose livelihoods depend on the event’s success.
Similarly, the MultiChoice Talent Factory (MTF) has been continuously nurturing the next generation of African storytellers since its launch in 2018. Through hands-on training, industry mentorship, and access to production resources at zero cost, MTF has equipped aspiring filmmakers with the skills to enhance Nollywood’s storytelling and production quality. With regional academies, masterclasses, and networking opportunities, it remains a driving force in shaping the industry’s future.
This ongoing commitment is just one of the many ways MultiChoice continues to support not only the African film industry but also Nigeria’s creative ecosystem, ensuring sustained growth, improved output, and better livelihoods for industry professionals.
A Tough but Necessary Adjustment
Like every other industry, Nollywood is feeling the weight of Nigeria’s economic struggles. Rising inflation, a volatile naira, and skyrocketing operational costs have made it increasingly difficult to sustain growth. Even its strongest pillars —MultiChoice— must adjust to survive.
For MultiChoice, in particular, the financial impact is twofold. Reduced subscriptions have led to revenue losses, while the cost of acquiring both local and international content has soared.
Nigeria’s inflation rate stood at 34.8% in December 2024 and, although it eased slightly to 24.4% in January 2025, its impact remains severe across industries. In 2013, inflation was only 8%, a stark contrast to today’s reality. The cost of electricity, equipment, and production has surged, forcing even global players to rethink their investments.
Netflix and Prime Video have significantly scaled back on local content. If global players are withdrawing, what happens to Nollywood without the steadfast support of MultiChoice?
Between April and September 2024, MultiChoice Nigeria lost 243,000 subscribers across DStv and GOtv services as inflation forced households to cut non-essential expenses. Yet, despite these financial setbacks, MultiChoice continues to invest in Nollywood, funding local productions and talent development. Without this adjustment, the alternative is shrinking budgets, fewer productions, and lost opportunities for Nigerian filmmakers and actors.
Why This Adjustment Matters
Nollywood’s growth is at stake. This price adjustment isn’t just about business; it is about keeping Africa’s biggest film industry alive and thriving.
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On Monday, February 24, 2025, MultiChoice announced a modest increase across all DStv and GOtv packages. Many did not take this well, highlighting how deeply embedded daily entertainment is in the lives of millions of Nigerians.
This transition is difficult, and MultiChoice recognises the economic strain consumers face across all income levels. To ease the impact, it introduced Price Lock, allowing subscribers who renew before expiry to maintain their current rates, and the Step Up Offer, which automatically upgrades customers to a higher package at no extra cost until March 31.
These measures ensure that despite the adjustment, customers continue to receive maximum value for their money.
While Others Withdraw, MultiChoice Doubles Down
While others are withdrawing, MultiChoice is doubling down, reinforcing its role in shaping Nollywood since entering the Nigerian market in 1993, marking 32 years of unwavering commitment and service to the Nigerian people. The numbers don’t lie.
Initiatives like the MultiChoice Talent Factory and the establishment of the coveted AMVCAs, often called Africa’s Oscars, prove MultiChoice’s lasting legacy. Beyond this, the company continues to support various local creative ventures, ensuring the consistent delivery of premium content.
As a tradition, MultiChoice prides itself on top-notch service delivery. This commitment is reflected in initiatives like its AI-powered chatbot, T.U.M.I, and the #CustomerFirst model, ensuring seamless customer experience across its platforms. However, recent subscriber losses raise questions about the sustainability of this promise.
A Widespread Reality Across Sectors
Price adjustment is a widespread reality across sectors. No industry has been spared from Nigeria’s economic crisis, driven by fuel price hikes and volatile foreign exchange rates.
Between 2020 and 2024, the price of petrol surged from ₦175 to over ₦1,030 per litre. Electricity tariffs have tripled. Recently, the telecommunications sector was given the green light to implement a 50% increase in both data and call services just to keep up with production costs. The FMCG sector has also introduced a series of price increments over time. Even everyday essentials like bread, eggs, and beverages have seen sharp increases.
Compared to these industries, MultiChoice’s price adjustment remains modest, and it is the only major player offering mechanisms like Price Lock to cushion the impact. In other sectors, consumers bear the full brunt.
Safeguarding Nollywood’s Future
Nollywood is more than just entertainment—it is a multi-billion-dollar industry that fuels job creation, shapes cultural narratives, and cements Nigeria’s place on the global stage. Sustaining this industry requires not just creativity but also sound business decisions that ensure long-term viability.
MultiChoice’s price adjustment is not merely a business move; it is an investment in the future of Nollywood. By maintaining a financially sustainable model, it guarantees that local filmmakers continue to have a platform, that Nigerian stories remain accessible to audiences, and that Nollywood retains its position as Africa’s leading film powerhouse.
While price hikes may be unpopular, they are sometimes necessary to keep the industry thriving. Without viable funding structures, the ecosystem that supports thousands of actors, directors, producers, and crew members risks collapse. This decision, though tough, ultimately safeguards Nollywood’s future and the livelihoods of those who depend on it.
