Multichoice: Lessons from DStv and Showmax that can save BBNaija Season 10
Can Multichoice give BBNaija its DStv moment? As Season 10 nears, the show needs bold innovation to win back fans.
As Big Brother Naija (BBNaija) gears up for its 10th season, premiering on July 26, 2025, there’s no denying that the once culture-defining show is at a critical crossroads. Once the pulse of pop culture and a massive ratings juggernaut that set social media ablaze and birthed stars, BBNaija has, in recent years, struggled to maintain its fervent grip on audiences. Fan passion has waned, criticisms have grown louder, and the excitement that once surrounded the show now feels like a flickering ember rather than a roaring flame.
For Multichoice, the creators of BBNaija, this moment calls for bold reinvention. The media giant must go beyond the conventional to resuscitate the show’s appeal, just as it has done successfully with other properties like DStv, GOtv, and Showmax. Season 10 presents an opportunity not only to mark a milestone but to reimagine BBNaija as a renewed cultural force.
A Decade On: The BBNaija Boom and Dip
BBNaija returned in 2017 after an 11-year hiatus, and it didn’t just come back—it exploded. With charismatic housemates, drama-filled twists, and an unfiltered look into the lives of young Nigerians, it quickly became a social phenomenon. The show created household names, influenced fashion and music trends, and stirred vital conversations on relationships, gender roles, and even politics.
But recently, that momentum has slowed. Critics point to repetitive content, over-scripted interactions, over-reliance on controversy, and housemates who appear to be more concerned about post-show endorsements than genuine entertainment. Fans complain of “boring” seasons and social media engagement has dropped compared to previous years. BBNaija, it seems, is at risk of becoming formulaic.
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Can MultiChoice reignite the fan flame with BBNaija season 10?
Lessons from Multichoice’s Playbook: DStv, GOtv, Showmax
Multichoice has never been a passive player in the African media space. When faced with stiff competition and changing viewer habits, the company didn’t just adapt—it innovated.
With DStv and GOtv, it introduced flexible subscription options like DStv Padi and GOtv Smallie, localised channels, and mobile streaming capabilities that made content more accessible to a broader audience. Showmax, its streaming platform, capitalised on the digital boom with mobile-only subscriptions, original Nigerian content, and integration with mobile payments.
In each of these cases, the company studied consumer behavior and shifted accordingly. Now, that same ethos must be applied to BBNaija to reignite excitement, deepen viewer connection, and rebuild trust.
Innovation or Irrelevance: What BBNaija Needs Now
To reclaim its cultural relevance and expand its reach, BBNaija must adopt bold, innovative strategies across five key areas:
- Reinvent the Format
Audiences crave novelty. BBNaija should evolve its game design to include audience-led gameplay where fans can influence not just evictions but tasks, alliances, and game-changing twists. Gamification, like leaderboard challenges or “fan-voted missions,” can breathe new life into the show.
Introducing themed weeks driven by real societal issues—such as mental health, digital entrepreneurship, or climate awareness—can also elevate the show beyond drama and romance.
- Diversify Housemate Selection
One recurring criticism is that housemates often seem cast from the same mould—aspiring influencers and entertainers. Season 10 should focus on true diversity: include creatives, activists, tech innovators, artisans, and everyday Nigerians from underrepresented communities.
A more layered cast means richer storylines, deeper debates, and a show that mirrors the real Nigeria.
- Leverage Technology Creatively
Multichoice must harness immersive technologies to transform the viewer experience. Augmented Reality (AR) filters, live facial reactions to diary sessions, AI-generated housemate personality scores, and 360-degree live feeds could give fans unprecedented access and personalization.
Integration with wearable tech or even a dedicated BBNaija app with voting, quizzes, and exclusive content would make fandom more participatory and gamified.
- Rebuild Authentic Community
BBNaija was once the town square of Nigerian Twitter (now X). To revive that communal energy, Multichoice must invest in fan-focused experiences—physical BBNaija viewing centers, pop-up fan meet-ups, virtual reality house tours, or creator collabs with top influencers who can host “after-show lounges.”
A dedicated digital after-show with ex-housemates providing commentary and behind-the-scenes content would also keep the buzz alive throughout the season.
- Expand Beyond Nigeria
To make BBNaija a truly pan-African product, Multichoice must intensify efforts to attract and include fans from other African countries. This can be done by:
- Introducing housemates from across West Africa or rotating house segments between different African cultures.
- Subtitling live streams in multiple languages.
- Hosting multi-country BBNaija festivals after the season finale.
Drama on 10! 😏👀 Just 9 days until the #BBNaija season 10 reveal with a double launch on July 26 & 27. 🔥 What’s your most unforgettable moment from past seasons? Share with us using #RoadToS10. 👇🏽
Reconnect here:… pic.twitter.com/CCcQ2B6svE
— Big Brother Naija (@BBNaija) July 17, 2025
Rebuilding the BBNaija Brand: Not Just a Show, but a Movement
At its peak, BBNaija was more than a show—it was a movement. It gave young people a platform to be seen, heard, and celebrated. Reclaiming that power requires Multichoice to stop playing it safe. Season 10 must be treated as both a celebration and a course correction.
That means prioritizing authenticity over strategy, innovation over repetition, and long-term brand health over short-term ratings.
What next?
Multichoice has shown time and again that it can navigate shifting consumer tastes and technological disruption. BBNaija Season 10 is a chance to do it again—but this time, the stakes are higher. With the right combination of storytelling, technology, talent, and community, the show can return not just to screens but to hearts.
To reignite the passion, Multichoice must be bold enough to evolve BBNaija from just a reality show into a reinvigorated cultural experience for a new era.
