Showmax marks birthday, grows subs 68%
African streaming service Showmax has announced 68% year-on-year subscriber growth as it marks seven years of promoting African content.
The MultiChoice-owned streamer launched in South Africa in August 2015 and is the second oldest African streaming service after IrokoTV, which launched in 2011. Its latest subs data covers the year to June 2022.
Showmax and Showmax Pro are now available in 50 countries in sub-Saharan Africa, while a Showmax diaspora service is also available in over 30 international markets worldwide.
Showmax is known for its local content, after winning big at the 15th South African Film & Television Awards (SAFTAs), taking home 42 Golden Horns in 2021, as well as a massive 158 SAFTAs in 2022.
Showmax also claims to be the best platform to watch Kenyan drama and also the streaming home for record-breaking Nigerian reality series including Big Brother Naija, Showmax original The Real Housewives of Lagos, International Emmy nominees The River and Is’thunzi; and Sundance winner Softie.
In terms of rating, Showmax is the highest streaming app in both the South African Google Play (4.5) and in Apple app stores (4.7). UK analysis firm Digital TV Research this week estimated Showmax’s subs figure to be just over a million for 2022, rising to more than two million in 2027.
HBO and HBO Max content such as Succession season three are streamed only via Showmax and on the DStv app in sub-Saharan Africa, while children’s show Sesame Street and its South African spin-off Takalani Sesame are carried only on the streamer.
Award-winning international content on Showmax includes Mare of Easttown, Yellowjackets, Hacks and The White Lotus.
In addition, Showmax was the first streaming service in Africa to make mobile downloads possible for offline viewing and the first to launch a mobile-only plan.
Yolisa Phahle, CEO of general entertainment and connected video at MultiChoice,said: “The streaming market is crowded and competitive at the moment, but we’re clearly differentiated by our local content and sport and it’s paying off.
“With Africa’s population set to double by 2050, and growing internet connectivity off the lowest base in the world, we have an incredible opportunity and are looking forward to continued innovation and growth.”