Showmax Aims at Revolutionizing Streaming Services in Africa
Showmax, the on-demand streaming service under MultiChoice, is set for a groundbreaking relaunch on Feb. 12, marking a significant stride in the competitive African SVOD market.
This strategic move positions Showmax to challenge key players like Netflix and Amazon Prime by offering an enhanced streaming experience and a diverse content library.
In an eye-catching prelude to the relaunch, Showmax initiated an extensive marketing campaign on Jan. 25. The campaign featured Showmax-branded cars parading across locations in Lagos, accompanied by a compelling one-minute commercial featuring Scarlet Gomez’s “Wura,” intensifying anticipation around the #NewShowmax initiative.
What Showmax Offers
The revitalized Showmax, powered by Peacock, promises an unprecedented streaming experience through advanced technology and an expanded content range. It will amplify its diverse library by incorporating titles from Universal Pictures, Sky, NBC, Peacock, and DreamWorks Animation, building on existing partnerships with HBO and BBC.
With a commitment to serving its African audience, Showmax will increase local content by an impressive 150%, translating to approximately 1,300 additional hours. This surge includes 21 debut original productions, such as James Omokwe’s telenovela “Cheta’M,” the docu-series “Sadau Sisters,” starring Rahama Sadau, and the romantic comedy “Freemen.”
Showmax will also offer exclusive content not available on rival platforms like Netflix, featuring acclaimed series such as “The Sopranos” and “The Wire.” Sports enthusiasts can anticipate a specialized focus on the Premier League, offering subscription options for a mobile-only Premier League package or a combined sports and entertainment bundle.
Pricing and Accessibility
Showmax aims to merge quality content with affordability. Its premium plan is competitively priced at $8 in most African markets, dropping to $5 in South Africa, Kenya, and Nigeria. This plan includes a comprehensive entertainment bundle for all devices and exclusive access to EPL on mobile. In comparison, Netflix’s standard plans with ads start at $7.
Arinola Shobande, the marketing manager of Showmax, emphasized affordability, stating, “You can watch Showmax for 24 hours for just 1GB of data.” The majority of Showmax 2.0’s offerings prioritize a mobile-first approach, ensuring accessibility on all devices, though the entertainment bundle will be available across platforms. Existing customers are required to download a new app as the current version will be discontinued in February.
The February relaunch of Showmax aligns with MultiChoice’s tailored strategy to meet the dynamic needs of the African audience, emphasizing affordability, accessibility, and a diversified content slate. With an already existing leading status as the largest SVOD platform in Africa with 1.8 million subscribers, Showmax is poised to continue its success and meet evolving customer expectations in the African streaming .