Showmax Dominates – African Viewers Flock to Local Content on Leading Streaming Service

Showmax Dominates – African Viewers Flock to Local Content on Leading Streaming Service

In a significant shift, Showmax, an online subscription video-on-demand (SVOD) service, has emerged as the leading streaming platform in Africa, surpassing Netflix.

Omdia Research’s report highlights Showmax’s market share at 39%, outpacing Netflix, which holds 33.5% of the African market share as of November last year.

Showmax’s Market Dominance and Subscriber Base

Showmax, owned by Multichoice, has experienced substantial growth, capturing the attention of viewers with a 39% market share.

The Multichoice-owned platform boasts 2.1 million subscribers, surpassing Netflix, which stands at 1.8 million subscribers.

This shift in dynamics underscores Showmax’s success in catering to the African audience.

The competition between Showmax and Netflix has intensified, with Showmax’s strategic initiatives gaining momentum.

The increased subscriber base indicates a preference for Showmax’s offerings and signals a noteworthy shift in the streaming landscape.

Showmax 2.0 Launch and Strategic Alliances

Multichoice’s announcement of Showmax 2.0 in November appears to have contributed to Showmax’s surge.

The new streaming platform, launched in February 2024, promises blockbuster entertainment packages and features the Premier League bundle.

The strategic partnership with Comcast’s NBCUniversal and Sky has also enhanced Showmax’s content library, incorporating key international content.

Showmax’s proactive approach in launching Showmax 2.0 and forming alliances underscores its commitment to staying ahead in the competitive streaming market.

The Premier League bundle adds a unique offering, catering to diverse viewer preferences.

Market Dynamics and Competitors

While Showmax and Netflix lead the African streaming market, Amazon Prime Video trails at a distance with 300,000 subscribers.

The competition among these streaming giants continues to shape the industry, with Showmax’s recent dominance signaling a potential shift in consumer preferences.

The streaming landscape in Africa is evolving, and the dynamics among key players are crucial in understanding the changing preferences of viewers.

Showmax’s lead prompts considerations about content, pricing, and user experience.

Pricing Strategies and User Accessibility

Showmax’s pricing, notably the General Entertainment package at $2.89 (N2500) per month in Nigeria, presents an attractive option for viewers.

In comparison, Netflix’s premium tier costs N4,400 per month, potentially impacting user choices.

Payment methods, including a Premier League Mobile plan and bundled offerings, contribute to Showmax’s appeal.

Pricing and payment convenience are pivotal factors influencing subscriber choices.

Showmax’s competitive pricing and diverse plans may contribute to its sustained dominance in the African market.


The competition between Showmax and Netflix in the African streaming market unfolds as Showmax takes the lead.

The strategic moves, content offerings, and pricing dynamics will continue to shape the streaming landscape in the region.

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