SHOWMAX IS REVAMPING ITS STRATEGY WITH A MOBILE-FIRST APPROACH AND A PREMIER LEAGUE PLAN PRICED AT ₦2,900
Showmax, the streaming video-on-demand service under MultiChoice, is gearing up for the February relaunch of its platform with a focus on affordable pricing and mobile accessibility. During a press event in Lagos, the company unveiled its new app, brand identity, and subscription tiers. Showmax’s three subscription options include Entertainment, Premier League, and a bundle of both.
The mobile-only Premier League subscription, a popular sports offering in Africa, is priced at ₦2,900, significantly cheaper than DStv, MultiChoice’s cable TV offering. A mobile-only Entertainment subscription will cost ₦1,200 per month, while the combined Entertainment and Premier League bundle is set at ₦3,200.
Arinola Shobande, Showmax’s Marketing Manager, highlighted the platform’s understanding of the market, emphasizing the affordability and data efficiency. The company claims users can watch Showmax for 24 hours with just 1GB of data, addressing a significant challenge for streaming in Africa.
MultiChoice has invested $27 million in the Showmax relaunch, aiming for 50 million subscribers over the next five years. The platform recently partnered with NBCUniversal, utilizing NBCU’s Peacock technology platform for the new app. MultiChoice will pay R247 million (~$13 million) to license the technology for seven years and provide NBCU with a 30% stake in a new holding group.
The relaunch comes amid growing competition in Africa’s streaming sector, with players like Netflix and Amazon Prime increasing their presence and collaborating with local studios for original content. Showmax claims the leadership position in Africa’s video streaming market with 1.8 million subscribers, backed by a robust library of original content, including popular shows like Big Brother Nigeria and original productions like Wura. The company plans to launch 21 new originals in 2024, gearing up for the February 23 relaunch, with the new app available for download by January 23.
Source: TechCabal
