The business intelligence firm Digital TV Research predicts that video-on-demand subscriptions in Africa will reach 15 million by 2026, driven by a young population and increasing internet connectivity. This represents a significant increase from the 5 million subscriptions recorded in 2021. The revenues from the industry are also expected to triple from $623 million in 2021 to $2 billion in 2027.

Showmax, launched in 2015 by MultiChoice, is one of the early streaming platforms in Africa and offers on-demand streaming as well as live TV programming. However, the competitive landscape has changed since then, with the entrance of global platforms like Netflix and indigenous streaming platforms such as Wi-flix, IrokoTV, and GOTV.

Barry Dubovsky, Chief Operating Officer at Showmax, discusses the evolution of streaming in Africa and the efforts to cater to local consumers. Showmax has focused on localizing its product by supporting 22 local languages and offering sports content. They have also introduced convenient payment options in local currencies. The company aims to support local creators and invest in local content, as consumption patterns show a preference for local productions.

In terms of competition, Showmax aims to maintain its market share by staying true to its strategy, focusing on local content, providing smooth consumer experiences, and marketing effectively. The company has seen growth in its subscriber base and aims to acquire a significant portion of the evolving market.

As streaming is projected to grow significantly in Africa, Showmax plans to take advantage of this growth by continuing to prioritize its offerings and staying relevant to consumers. The goal is to have content that generates interest and gets people talking, amidst the increasing availability of content options.

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