Just when Amazon Prime Video hit pause on its original content production in Africa, Showmax, the leading local streaming service, is preparing for a relaunch with a game-changing twist. Thanks to a partnership with NBCUniversal’s Peacock technology, Showmax plans to unveil 21 brand new African originals next month. In an exclusive interview with Variety, the company’s executives express their confidence in capturing an even larger portion of Africa’s growing SVOD market.
Local Expertise Sets Showmax Apart
By leveraging its 38 years of experience in Africa, Showmax intends to solidify its position as a key player in the African streaming industry. With a deep understanding of local preferences and content demands, CEO Marc Jury affirms their commitment to the continent. Unlike their global counterparts, Showmax prides itself on being an African-focused streaming service, catering primarily to the African market.
Ramping up Original Content
Since its launch in 2015 by MultiChoice, a pan-African entertainment giant, Showmax has been competing fiercely with global streaming platforms, including Netflix, to gain dominance in the African market. Showmax’s advantage stems from its localized production capacity, offering a rich collection of African content from MultiChoice’s pay-TV channels and Showmax originals. In 2024, Showmax plans to release over 1,300 hours of Showmax Original programming, including the highly anticipated crime series “Catch Me A Killer,” starring Charlotte Hope from “Game of Thrones.”
Global Competition and Showmax’s Local Strategy
Global streaming services, such as Netflix and Amazon, have recognized the potential of the African market and are attempting to tap into it. However, Jury believes that being relevant and truly making an impact in Africa requires deep-rooted local presence. Showmax currently operates in 44 sub-Saharan African countries and produces originals in South Africa, Nigeria, and Kenya. This local focus has resonated with African audiences, who have shown a clear preference for African-produced content.
Empowering African Content Creators
African content creators have found a supportive partner in Showmax, allowing them to produce authentic and nuanced stories that appeal to local audiences. Phathu Makwarela, co-founder of Tshedza Pictures, praises Showmax for trusting their sensibilities and enabling them to tell stories uniquely tailored to the African market. Through their partnership, Tshedza Pictures is set to release the teen drama “Youngins” on Showmax later this year.
Showmax’s Revamp and Growth Strategy
Last year, Showmax announced a partnership with NBCUniversal and the U.K.’s Sky to revamp its platform using Peacock’s streaming technology. This collaboration will enhance the streamer’s content catalog, offering a diverse range of international programming. Showmax also plans to live-stream sporting events, including English Premier League soccer, attracting a wider audience and fueling its growth strategy.
Showmax Stands Firm
As the streaming wars in Africa heat up, Showmax remains confident in its position as a homegrown African streaming service. With their enduring strategy and deep roots in the continent, Showmax is ready to face any newcomers and continue providing top-notch streaming experiences for African audiences.
Source link: F5 Magazine