MultiChoice’s Showmax, is gearing up to launch Showmax 2.0, which the company unveiled during a press conference in Lagos on Monday, in February, focusing strongly on affordability and a mobile-first approach.
Showmax 2.0’s subscription options include the Entertainment tier, the Premier League tier, and a bundle subscription combining both. The mobile-only subscription for the highly sought-after Premier League content, a significant attraction in Africa, will be priced at ₦2,900, which is ten times cheaper than DStv’s premium cable TV subscription.
For those interested in a mobile-only entertainment subscription, the cost will be ₦2,500 per month, while the bundled subscription, covering both entertainment and the Premier League, will be available for ₦3,200.
Showmax’s marketing manager, Arinola Shobande, spoke on the company’s understanding of the market, highlighting not only the competitive pricing structure but also the integration of a “data economy” feature. Shobande revealed that viewers can enjoy 24 hours of Showmax content for just 1GB of data, addressing a significant challenge in the African streaming landscape.
Seeking to reach 50 million subscribers within the next five years, MultiChoice has heavily invested in Showmax. The company’s partnership with NBCUniversal, utilising NBCU’s Peacock technology platform, is a key component of Showmax 2.0. MultiChoice will pay R247 million ($13 million) to licence the technology for seven years, granting NBCU a 30% stake in a new holding group.
Showmax’s relaunch coincides with growing competition in Africa’s subscription video-on-demand (SVOD) sector, as global players like Netflix and Amazon Prime increase their investment in the region, collaborating with local studios for original content production.
Despite the increased competition, MultiChoice is sustained by recent findings from Omdia Research, which indicates that Showmax leads Africa’s video streaming market with 1.8 million subscribers. The company’s extensive library of original content, including popular shows like Big Brother Nigeria and originals like Wura, positions it as a formidable player in the African streaming landscape.
Looking ahead to 2024, Showmax plans to introduce 21 new original productions as part of its strategy for the February 23 launch. The Showmax 2.0 app will be available for download from 23rd January, signaling a new era in African streaming with enhanced features, competitive pricing, and a robust content lineup.