Showmax Soars: How a South African Streaming Service Surpassed Netflix in Africa
Showmax, a streaming service originating in South Africa, has achieved a remarkable feat, surpassing even the global giant Netflix to become Africa’s leading platform for video entertainment. This success story highlights the growing strength of the African tech industry and the importance of catering to local preferences. This shift marks a significant turning point in the continent’s streaming landscape.
Launched in South Africa in 2015, Showmax, spun out of MultiChoice, Africa’s largest entertainment company, prioritized local content as a key component of its strategy. By the end of November 2023, Showmax boasted 2.1 million subscribers across the African continent, outperforming Netflix, which had 1.8 million subscribers, according to Omdia, a market research firm. This gave Showmax a market share of nearly 39%, significantly higher than Netflix’s 33.5%. Amazon Prime Video trailed behind, with only 300,000 subscribers during the same period. This shows the importance of offering programming that resonates with local audiences.
In an increasingly competitive African streaming market, Showmax’s victory underscores the importance of understanding and meeting the specific demands of the local audience. With several global players, major telecom companies, and regional streaming services vying for African consumers, the battle for market share is intensifying.
Keywords
Related Keywords: African streaming service, Netflix competitor, African streaming success, streaming wars Africa, African content platform, streaming service dethrones Netflix, African entertainment, Nollywood streaming, local streaming services, Netflix market share Africa
