Showmax battles Netflix and Amazon Prime Video for African viewers

The competition for dominance in the African streaming market is heating up, with Netflix leading the way with an estimated 7.4 million subscribers, followed by Showmax (4.4 million subscribers) and Amazon Prime Video (3.14 million viewers). Digital TV Research predicts that by 2029, Africa will see an additional 10 million subscribers, pushing video-on-demand subscriptions to 18 million.

Netflix and Showmax are the key players in this evolving landscape. Netflix is expected to almost double its subscriber base, while Showmax aims to more than triple its numbers, primarily due to a strong focus on rich local content, sports rights, and the addition of content from major studios.

Despite this growth, SVOD penetration in Africa is projected to remain relatively low, with only 7.7% of TV households subscribing to at least one service by 2029.

MultiChoice, the parent company of Showmax, has launched DStv Stream, an enhanced app aimed at improving the viewing experience, particularly for sports enthusiasts, by offering features like localized sports commentary and dedicated sports pages.

Netflix, in addition to reducing subscription fees in some African countries, is actively investing in local content development to attract more subscribers. MultiChoice has also emphasized local content, with 50% of its general entertainment spending allocated to local productions, achieving a library of over 76,000 hours and a 9% annual production increase.

Amazon Prime Video is expanding its library of local originals and acquisitions, with a focus on South Africa and Nigeria. They’ve hired Gideon Khobane, a former MultiChoice executive, to oversee growth in these areas, and have already premiered local comedy and drama originals, along with local acquisitions.

Overall, the African streaming market is growing, and competition among these major players is intensifying as they invest in local content, tap into talent, and enhance the viewer experience.