Showmax tops Netflix as Africa’s biggest streaming platform with 39% share

Showmax, the subscription video-on-demand (SVOD) service, has surpassed Netflix to become Africa’s leading streaming platform, according to a report by Omdia Research. As of November last year, Showmax secured a 39% market share in Africa, surpassing Netflix’s 33.5%. Showmax, owned by Multichoice, boasts 2.1 million subscribers compared to Netflix’s 1.8 million.

The shift in dominance may be attributed to Showmax’s strategic moves, including the launch of Showmax 2.0 in November, featuring blockbuster entertainment packages and a Premier League bundle. In 2023, Showmax announced a partnership with Comcast’s NBCUniversal and Sky to enhance its content library, incorporating key international content.

The new Showmax 2.0, launched in February 2024, introduced a revamped app and streaming platform, along with an extensive content slate. Showmax’s content spans international titles from major studios like Warner Bros., Discovery, BBC, HBO, Freemantle, Sony, Banjijay, eOne, Paramount, ITV, and Lionsgate.

Showmax’s pricing in Nigeria includes a General Entertainment package at $2.89 (N2500) per month, a Premier League Mobile plan at $3.35 per month (N2900), and an Entertainment and Premier League mobile bundle at ₦3,200 ($3.70) monthly. In comparison, Netflix is pricier, with the premium tier at N4,400 per month, the Standard plan at N3600, and the Basic plan at N2,900 per month.

Notably, Showmax’s success might also be attributed to its flexible payment options, whereas Netflix relies on card and Paypal payments, creating friction for potential subscribers who need to create a virtual card through MPESA’s GlobalPay.

As the streaming wars intensify globally, Showmax’s strong content catalogue positions it as a dominant player in Africa, with potential long-term success in the region.