South African streaming service Showmax has claimed the top spot in Africa’s streaming landscape, to beat the once-dominant Netflix.
Latest report indicates Showmax has claimed a staggering 39 percent market share surpassing Netflix.
Netflix captured 33.5 percent, according to a new report by Omdia Research.
Showmax dominance is attributed to a series of strategic initiatives, content expansion, and competitive pricing contributing to its rapid growth, setting a blueprint for streaming success in Africa.
The platform has tailor-made its packages to fit millions of financially strained Africans.
With monthly subscription fees lower than its competitors, it has packages ranging Premier League mobile plan which now costs Ksh.500 monthly.
Also Read: Showmax customers to enjoy one-month free subscription starting February
Showmax has effectively removed adoption barriers and expanded its reach among diverse audiences.
The platform has also focused on producing and showcasing local content resonates strongly with African viewers, fostering a sense of cultural relevance and connection.
The platform’s integration within the existing MultiChoice ecosystem has also facilitated customer retention and loyalty.
Far behind in third place is Amazon Prime Video with just 300,000 African subscribers.
Launched in South Africa in 2015, Showmax is majority owned by MultiChoice with a 70 percent stake.
NBCUniversal owns 30 percent except in Nigeria where it holds 23.7 percent of the local unit.
In 2023, Showmax expanded its content library by partnering with NBCUniversal and Sky.
In October last year, the company promised to provide quality and original content suited for local audiences at affordable rates.
Showmax has also introduced a new technical streaming platform which will be active in more than 70 countries.
The platform features international titles from Warner Bros., BBC, HBO, Sony, Banijay, and more.
Multichoice also plans to cooperate with more than 200 money platforms across Africa to widen the payment options for Showmax streamers.
