Showmax has dethroned Netflix as the leading streaming platform in Africa, with both services commanding the market, followed by Amazon Prime Video at a considerable distance, securing the third position. According to Omdia Research, Showmax, established in mid-August 2015 and majority-owned by Multichoice, expanded its market share to 39% as of November last year, surpassing Netflix, which held a 33.5% share. Netflix entered the African market in 2016, available in 54 countries, with a primary focus on South Africa (73%), Kenya (3.9%), and Nigeria (10.5%).
Both platforms have engaged in intense competition for subscribers, emphasizing local content programming. However, Showmax’s strategic initiatives have proven more successful in winning over viewers. Showmax boasts 2.1 million subscribers, outpacing Netflix, which has 1.8 million subscribers, and Amazon Prime Video, with 300,000 subscribers in Africa.
Last year, Showmax entered a partnership with Comcast’s NBCUniversal and Sky to enhance its content library, involving the licensing of key international content from NBCUniversal and Sky. The recent relaunch of Showmax 2.0, powered by Peacock’s globally-scaled technology, has encountered some challenges. Showmax also benefits from access to international titles from various content providers, including Warner Bros., Discovery, BBC, HBO, Freemantle, Sony, Banjijay, eOne, Paramount, ITV, and Lionsgate.
The pricing structure for the three streaming services varies:
- Showmax Entertainment Mobile: Ksh 300 per month
- Showmax Premier League Mobile: Ksh 500 per month
- Showmax Entertainment: Ksh 650 per month
- Bundled Offer Mobile – Premier League and Entertainment: Ksh 700 per month
- Bundled Offer – Entertainment (All Devices) and Premier League: Ksh 1000 per month
Netflix is comparatively pricier, with its premium tier starting at Ksh 1100 per month, while Amazon Prime Video is the most affordable, with a monthly subscriber fee of Ksh 560. Challenges persist for Netflix in increasing its subscriber base, primarily due to payment methods relying on cards and Paypal, creating friction with additional steps like creating a virtual card through MPESA’s GlobalPay.
As the streaming wars intensify, not only in Africa but globally, the dynamics between these platforms will be interesting to observe throughout the year.
