Africa’s subscription video-on-demand (SVoD) market is experiencing explosive growth, with forecasts showing subscriptions will nearly quadruple between 2019 and 2025. According to UK-based Digital TV Research, the number of SVoD subscriptions will rise from 2.75 million in 2019 to around 12.96 million by 2025. This rapid expansion is being fueled by global streaming giants like Netflix, local players like Showmax, and new mobile-only subscription models that make premium entertainment more accessible than ever before.
South Africa and Nigeria as Key Growth Drivers
South Africa and Nigeria are leading this growth wave. South Africa alone is expected to account for 4.3 million subscriptions by 2025, adding roughly three million new users. Nigeria will also see significant growth, adding 2.1 million subscribers for a total of about 2.73 million by the same year. These two markets combined represent nearly half of all SVoD subscriptions in Africa.
Netflix’s Market Leadership
Netflix continues to dominate Africa’s SVoD market, holding 45% of total subscriptions at the end of 2019. This share is expected to remain steady through 2025, with the company reaching approximately 5.7 million subscribers. Netflix’s strategy in Africa includes investing in original African content and commissioning shows that reflect the lives, languages, and cultural experiences of African audiences.
Showmax Expands Reach with Lower Pricing
Showmax, owned by MultiChoice, is positioning itself as Netflix’s strongest competitor on the continent. Its decision to launch Showmax Pro — which bundles live sports with on-demand series and movies — has boosted its appeal. Lower pricing for mobile subscribers has also widened its potential audience, as more households can afford streaming without committing to full pay-TV packages.
Table: Forecasted SVoD Growth by 2025
| Country | 2019 Subscriptions | 2025 Subscriptions | Growth |
| South Africa | 1.3M | 4.3M | +3.0M |
| Nigeria | 0.63M | 2.73M | +2.1M |
| Rest of Africa | 0.82M | 5.93M | +5.1M |
| Total | 2.75M | 12.96M | +10.2M |
The Impact of Mobile-Only Plans
Recognizing the need for affordability, Netflix has introduced a N1,200 (US$2.65) monthly mobile-only plan in Nigeria and several other African markets, undercutting its basic N2,900 subscription. This pricing strategy, still in trial phases in countries like South Africa and Egypt, is designed to attract price-sensitive users and expand the company’s footprint in emerging economies.
Local Content as a Competitive Edge
One of the biggest factors driving growth is the rising availability of African-made content. Audiences want to see their own cultures, languages, and stories on screen. Netflix and Showmax are commissioning African originals in drama, comedy, and documentary genres, while smaller players like iRoko continue to focus on Nollywood films for diaspora audiences.
The Role of Telcos and Bundled Deals
Telecommunication companies are playing a crucial role in distribution by offering bundled deals that include data and streaming subscriptions. This approach not only makes streaming more affordable but also simplifies payments for users who may not have access to international credit cards.
Challenges to Scaling SVoD in Africa
Despite the promising growth, several challenges remain. Unstable electricity supply, limited broadband penetration in rural areas, and high data costs can slow adoption. Many households still rely on shared devices or public viewing spaces, which means streaming services must optimize for lower bandwidth and offer offline viewing options to remain competitive.
Competition Beyond Netflix and Showmax
While Netflix and Showmax dominate the headlines, other players are entering the market. Amazon Prime Video is steadily expanding its catalog for African audiences, and iRoko remains a popular choice for Nollywood fans. Regional startups are also experimenting with hyper-local platforms that target specific languages and niches, such as Swahili dramas or Hausa-language films.
Consumer Behavior and Affordability
Affordability remains the single most important factor influencing subscriber growth. Services that provide flexible payment options — weekly, daily, or pay-per-view — are more likely to succeed. Partnerships with mobile money platforms like M-Pesa in Kenya or Paga in Nigeria make it easier for unbanked users to pay for subscriptions.
Opportunities for Content Creators
The boom in SVoD subscriptions creates opportunities for African filmmakers, producers, and animators. Streaming platforms are hungry for fresh, locally relevant content to stand out in an increasingly crowded market. Creators who produce stories rooted in African culture and social issues are finding new avenues for distribution and revenue.
The Importance of Regional Representation
The success of African SVoD platforms will depend on their ability to reflect the diversity of the continent. A single platform cannot cater equally to West African, East African, and Southern African audiences without curating a mix of languages, genres, and themes. Showmax’s success partly comes from its regional libraries, which offer both global titles and local productions.
Looking Ahead: The Next Five Years
If the current growth trajectory continues, Africa could become one of the fastest-growing streaming markets in the world by 2030. With better infrastructure, cheaper data plans, and continued investment in original African programming, SVoD penetration will likely expand beyond urban elites to reach mass-market audiences.