Three tactics were used by Showmax to outpace Netflix users in Africa
With 2.1 million members in Africa compared to Netflix’s 1.8 million, Showmax has garnered attention. Here’s how the MultiChoice subsidiary outperformed Netflix.
Africa has turned into an engagement site for streaming behemoths in the digital era, all fighting for the interest and allegiance of the continent’s growing viewership.
Due to this competition, Netflix, a multinational powerhouse with a one-size-fits-all strategy that nevertheless manages to connect across a variety of regions, and Showmax, a platform that has specially adapted its approach to suit to African consumers, have engaged in an intriguing strategic battle.
In this investigation, we examine how these divergent strategies are affecting audience tastes, reshaping the world of theater, and quickening the move away from conventional
1. Leading approaches used by Showmax in the African market
Owned by MultiChoice, the South African firm that created DStv, Showmax has made a name for itself by emphasizing regional content and providing adaptable subscription options that take into account the various economic situations seen throughout Africa.
‘Violence and Justice’ in Kenya and ‘The Wife’ in South Africa are two examples of unique African programs that have attracted a sizable following, demonstrating the hyper-local approach.
In addition, Showmax recognizes that mobile is the primary means of internet connection in the continent and provides lower-priced membership alternatives for mobile exclusively.
However, Netflix used its global strategy to reach the African market and offers a growing selection of African original shows like “Blood & Water” and “Queen Sono” in addition to a massive library of foreign material.
Although Netflix often charges more for memberships than Showmax does, its strong brand and the attraction of international hits have given it a competitive advantage.
Moreover, Netflix has demonstrated its commitment to serving its African clientele by launching mobile-only subscriptions in a few locations, realizing that the digital environment on the continent is dominated by mobile devices.
2. Market share & viewer preferences: Tight competition
The most recent data shows that the market is quite competitive.
Reports indicate that by the end of 2023, Showmax had the most number of subscribers in Africa with 2.1 million, followed closely by Netflix with 1.8 million. This indicates a significant inclination towards platforms that provide local content and flexible price options.
This rivalry is indicative of a larger movement among viewers to switch from traditional TV to digital streaming, which is motivated by the need for accessible, varied, and on-demand entertainment.
3. The significance of digital literacy and Internet access
Digital literacy and internet access play a major role in Africa’s shift from traditional TV to streaming services.
More Africans than ever before have access to streaming services, with internet penetration rates continuously rising throughout the continent due to the growth of mobile broadband providers and the falling cost of data.
Alongside this digital transformation, there is an increasing focus on digital literacy, which helps users successfully traverse the intricacies of streaming sites.
The digital gap is still an issue, though. Streaming services are less popular in areas with poor internet connectivity or where data prices are still unaffordable.
To solve this issue and increase the accessibility of digital streaming for a larger audience, Showmax and Netflix have both optimized their services for lower bandwidths and begun to offer downloaded content for offline watching.
The success of streaming services in Africa will largely depend on their capacity to negotiate the varied economic realities of the region, make investments in local content, and expand streaming’s reach to a broad audience.
The emergence of digital streaming in Africa is evidence not just of the shifting tastes of African audiences, but also of the critical role that internet connectivity and digital literacy will play in determining the direction that the continent’s entertainment industry takes.
