Among our focus group, 77.3% are DStv or GOtv customers. When asked if they are fans of the Big Brother Naija reality TV show, 9.1% explained that they are die-hard fans and constantly watch the show. 18.2% confirmed that they are sometimes too busy to watch certain episodes, but they ensure to catch up with every event in the Big Brother Naija House.The largest segment (63.6%) explained that they watch the show when they are free to do so, but they do not “take it seriously”, while 9.1% said they are not interested in the show.
On whether Big Brother Naija motivates them to subscribe to either GOtv or DStv; 40% said ‘yes’, while another 40.9% said ‘maybe’. The rest (18.2%) said ‘no’.
When asked if they know that MultiChoice is offering its subscribers early access to the auditions, 63.6% said ‘yes’ while 36.4% said they were not aware. Asked if the offer motivates them to subscribe, 54.5% said they would, while 45.5% said they would not.
Going by social media numbers, the popularity of Big Brother Naija locally and abroad is indisputable. The show has become a money-making machine for the service provider: specific reports have indicated that Bet9ja, the headline sponsor in 2019, invested N1.08 billion to replace Payporte as the lead sponsor of Big Brother Naija. From music to lifestyle, the show lays bare the intersection between brands, communities, and pop culture. Even as stars have risen from the show to become household names, the audience metrics for the DStv and GOtv are not fully revealed, especially how it improves new subscribers or renewals.
“For any brand or expert interested in the show, social media will provide specific metrics on how well the show is doing and where people are watching,” said an expert and content strategist. “Obviously, the platforms, and with support from influencers, ensure that show hashtags do not disappear from the trending table on Twitter and Instagram when it airs. They also play on controversial moments excellently with the short videos seen on social media platforms so people can talk about the show and drive the conversation.
“However, the downside of that strategy is how it affects subscribers because when the audience can have their fill of the viral moments on social media, why will they rush to subscribe or buy decoders again?” he concluded.
“At this point, we cannot argue that Big Brother Naija should be about improving GOtv or DStv subscribers,” said another expert. “It was probably meant for that initially, but the show has become a vehicle for both Nigerian brands, MultiChoice and even the nation. As a business, a previous report calculated the total sponsorship amount from Betway, Indomie, Guinness, TravelBeta, and others in 2020 at N11 billion. With the analysis, Multichoice generated about N12 billion from the Big Brother Naija Season 5 and incurred a total cost of N3.62 billion”.
“With an estimated profit of N8.8 billion, we should agree that MultiChoice is not chasing for more subscribers during the show. More time and investment would be spent on promoting the show and ensuring it dominates conversations every time”, he added.