Showmax has marked its first anniversary since its relaunch, and the results are nothing short of impressive. After undergoing a complete rebrand in partnership with Comcast’s NBCUniversal and Sky, the streaming platform has not only significantly increased its subscriber base but also solidified its position as the leader in local content.
According to the latest MultiChoice results released in September 2024, Showmax has seen a 50% increase in paying subscribers year on year. This surge underscores the growing appetite for quality content tailored to African audiences, as well as the platform’s ability to keep up with the global streaming race.
“Improved stability, increased searchability, and more content in general make the Showmax experience even better than it was before,” notes Stuff magazine, which recently awarded Showmax the title of Entertainment App of the Year.
A strong local content focus
One of the key reasons for Showmax’s success is its unwavering commitment to local content. Despite the trend of international streamers scaling back on homegrown productions, Showmax has made the bold decision to double down on African stories, producing 97 Showmax Originals since its relaunch. This strategy has clearly paid off, as evidenced by Showmax’s dominance at major South African awards, including the National Film and TV Awards SA and the SAFTAs.
Among its top-performing local titles are Youngins, which achieved the highest first-day views of any title since the relaunch, and Adulting and The Real Housewives Ultimate Girls Trip: South Africa, both of which set impressive streaming records.
“It’s been a game-changer,” says Byron du Plessis, CEO of MultiChoice South Africa. “Showmax has not only built a loyal subscriber base but also brought African storytelling to the global stage with immense success.”
International recognition and big hits
While local content is at the heart of Showmax’s strategy, the platform also ensures it delivers the best international offerings. This year, Showmax topped JustWatch’s Streaming Charts in South Africa, outpacing rivals with hits like Oppenheimer and The Rookie.
In addition, Showmax has added several acclaimed international titles, including the Emmy-winning Hacks and the Golden Globe-winning The Penguin. It is also home to Game of Thrones and The Sopranos, two of IMDb’s highest-rated series of all time, further cementing its place as a go-to for premium international content.
But Showmax’s success isn’t limited to content alone. It’s also led in innovation within the African streaming space. The platform made waves in August 2024 by launching the world’s first standalone Premier League mobile plan, catering to millions of African football fans who demand flexibility and access to top-tier sports.
Moreover, Showmax made history as the first streaming service to live-stream a homegrown concert – Grammy-winning artist Tyla’s sold-out homecoming performance – a move that sets the stage for more live-streamed events from African talent.
Expanding accessibility
Showmax has also focused on expanding its reach across sub-Saharan Africa. In 2025, the service introduced a Kiswahili user interface, making it more accessible to millions of Swahili speakers in Tanzania and beyond. Additionally, Showmax now offers a Portuguese interface, further broadening its appeal across the continent.
Looking ahead: What’s next for Showmax?
With its 10th anniversary on the horizon in August 2025, Showmax is showing no signs of slowing down. The platform’s February 2025 slate includes exciting new seasons of popular series like The White Lotus, Yellowjackets, and The Mommy Club, as well as the highly anticipated Despicable Me 4.
“We are uniquely positioned in a rapidly growing market,” du Plessis adds. “With Africa’s population growth and increasing connectivity, Showmax is ready to continue leveraging its mix of premium international content and locally relevant offerings to meet the demands of an increasingly diverse audience.”