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In Africa, Showmax outpaces Netflix and captures 40% of the streaming market.
In Africa, Showmax outpaces Netflix and captures 40% of the streaming market.

Tech

In Africa, Showmax outpaces Netflix and captures 40% of the streaming market.

Omdia Research reports that Showmax has triumphed over Netflix, the world’s largest streaming service, in the heated competition for supremacy in Africa’s growing streaming market, taking a commanding 40% of the market.

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With Showmax firmly positioned as the go-to option for viewers throughout the continent, this move heralds a dramatic change in the dynamics of the African streaming market.

Showmax‘s success is the product of calculated efforts and financial commitments rather than a lucky break. Over the previous four years, paying subscribers have increased by an astounding 26% year over year, according to CEO Marc Jury, demonstrating the platform’s expanding appeal.

With a strategic investment of $1 billion in content production and acquisition, Showmax has demonstrated its dedication to the African market by enhancing its local content offerings.

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After joining the African market in 2016, Netflix is currently facing more competition from regional and international firms. The streaming behemoth’s market share has dropped to 35%, which is indicative of the difficulties it has keeping its user base in the face of shifting consumer tastes and fierce competition.

With an anticipated 10.4% annual increase, the African streaming industry is quickly becoming a battleground for different platforms hoping to take a piece of Netflix’s flagging subscriber growth. Low salaries, erratic internet connectivity, and expensive bandwidth have all made it difficult for Africa’s streaming business to grow quickly.

Netflix acknowledges the potential for expansion in the region, albeit these obstacles. With 73.3% of all Netflix subscribers, South Africa is currently the company’s largest market and remains a stronghold. The massive streaming service has implemented a two-pronged approach, generating original content like “The Origin: Madam Koi-Koi” and licensing regional content like Nigeria’s “Black Book.” At a cost of $175 million over six years, this technique has demonstrated potential as price reduction attempts have increased customers by 6.8% in some countries.

Netflix’s flexible tactics and Showmax’s rise highlight the industry’s dynamic character as the streaming wars in Africa heat up.

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