How an African streaming service dethroned Netflix

Showmax sits at the top of the market with a vast library of local content, partnerships with Comcast and HBO, and exclusive access to the biggest football leagues in the world.

An eight-year-old South African streaming company has zoomed past Netflix to become Africa’s favorite.

Showmax — which was spun out of Africa’s largest entertainment company, MultiChoice, in 2015 — had 2.1 million subscribers on the continent at the end of November 2023, as compared to 1.8 million for Netflix, according to market research firm Omdia. The same month, Showmax’s market share rose to nearly 39%, while Netflix dropped to 33.5%.

Amazon Prime Video was a distant third contender on the continent with just 300,000 subscribers in November 2023, Omdia noted.

Showmax has overtaken Netflix amid intense competition brewing in Africa’s video streaming industry, where global firms, major telecoms, and several country-specific apps are fighting for consumers’ bucks. In January, Prime Video announced it was downsizing its Africa and Middle East operations and halting the commissioning of original content.

The company stood out among competitors due to its deep understanding of local preferences and a carefully curated mix of content suited to African interests.

Showmax has partnered with HBO and Comcast to bring high-quality, international English-language content to its viewers, and developed strong relations with local creators in African countries. The platform also has streaming rights to the English Premier League, for which it offers a dedicated subscription plan.

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