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Showmax Leads Africa Streaming Market

By Oluchukwu Ikemefuna

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A recent study by Omdia Research claims that Showmax has surpassed Netflix to take the top spot as Africa’s streaming service. Showmax held 39% of the African market as of November 2022, while Netflix held 33.5%. Showmax is still leading in 2024.


Showmax Pro Advantage Over Other Streaming Platforms 

This is consistent with MultiChoice’s announcement from November regarding Showmax Pro, which offers Premier League bundles and high-quality entertainment. The improvements have probably increased Showmax’s advantage over Netflix.

With only 300,000 African subscribers, Amazon Prime Video is far behind in third place.

The giant streaming app has taken the lead as a result of its efforts, which seem to be bringing in more viewers. 

According to available data, Netflix has 1.8 million subscribers, while the Multichoice-owned company has 2.1 million.

Strategies Showmax is Making Use of

The company’s keen awareness of regional tastes and a carefully chosen selection of content catered to African interests set it apart from rivals.

In 2023, Showmax partnered with Sky and NBCUniversal to expand its content library. In February 2024, Showmax 2.0 made its debut, sporting a redesigned app and slate.

Showmax Partners With Other Companies To Provide Top-Notch Content

International shows from Warner Bros., BBC, HBO, Sony, Banijay, and other studios are also available on the platform. The Premier League mobile plan costs N2,900 ($3.35) per month in Nigeria, while the general package costs N2,500 ($2.89).

In contrast, the monthly cost of Netflix’s premium tier is N4,400. Another problem for subscribers is that it relies too much on PayPal and credit cards.

In order to provide its audience with top-notch, worldwide English-language content, Showmax has also teamed up with HBO and Comcast. Additionally, the platform has solid relationships with regional content producers throughout Africa. 

Through its content partnerships, the company can affordably expand its catalogue. Adoption barriers are eliminated by providing mobile plans and reducing prices. Increased subscriber growth may result from integrated carrier billing. 

Viewers also enjoy the HBO series on the platform. The platform offers award-winning original series like Tali’s Johannesburg Diary and Donkerbos. A couple of users raved about how easy it was to watch series on the Showmax app.


Across Africa, streaming entertainment is expected to grow rapidly as internet connectivity expands. Showmax can establish itself as the go-to service with its early lead.

Netflix continues to pose a serious threat, keeping up with innovations for its user base. The streaming platform is currently in charge thanks to its assets, which are genuine in Africa. However, the African consumer is the true victor in the streaming wars.


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Abdullahi Kafayat
Abdullahi Kafayat

Abdullahi Kafayat is an enthusiastic writer interested in the tech world. She's a graduate of Obafemi Awolowo University and has a BSc in Chemistry. You can reach her at Kafayatabdullahi17@gmail.com.

Articles: 189

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