Launched in 2015 by MultiChoice, a pan-African entertainment company that also owns DStv, one of the continent's largest pay-TV operators, Showmax has captured the online entertainment market in Africa. With a diverse content library and local original productions, it has managed to outshine Netflix in some regions, thus becoming the undisputed leader in the sector, with 2.1 million subscribers across Africa as of November 2023, compared to 1.8 million for Netflix and only 300,000 for Amazon Prime Video, according to the market research firm Omdia.
"The diversity allows Showmax to cater to the varied tastes and interests of African viewers”
The rise of Showmax can be attributed to several key factors. First and foremost, its content library is impressive, offering a wide range of movies, series, documentaries, and TV shows, both local and international. This diversity allows Showmax to cater to the varied tastes and interests of African viewers.
"Showmax has invested in the production of local original content, allowing it to stand out and build loyalty among its audience”
Additionally, Showmax has invested in the production of local original content, allowing it to stand out and build loyalty among its audience. Exclusive series and films showcasing African talent and stories have been hugely successful among subscribers. Moreover, Showmax's availability on a variety of platforms, including smartphones, tablets, computers, and smart TVs, has made its content easily accessible to a wide audience across the continent. This increased accessibility has contributed to the platform's growing popularity.
Despite fierce competition in the streaming sector, Showmax has managed to differentiate itself by offering a high-quality user experience, with a user-friendly interface and innovative features such as offline downloading and personalized content recommendations.
Finally, the affordable price of Showmax subscriptions, compared to other streaming services, has made it an attractive option for many African consumers seeking quality entertainment without breaking the bank.
As a result, Showmax has won the hearts of African viewers by offering a streaming platform rich in diverse and attractive content. Available today in 44 African countries, with its rapid growth and continued success, it is clear that Showmax is here to stay and continue shaping the landscape of online entertainment in Africa.