#StreamingWars: As the Amazon Prime Video “Shift Away From Africa” situation continues to unfold, it’s only fitting that I get answers to a question I’ve had for some time about one of its main competitors in Africa, and the continent’s prominent streaming service, Showmax’s international ambitions.
The inquiry: Plans for the availability of Showmax originals in the US and UK, especially now that parent Multichoice has partnered with Comcast/NBCUniversal, owner of Peacock (USA) and Sky (UK), in a significant agreement aimed at bolstering Showmax’s presence as Netflix and Prime Video gain market share across Africa.
The answer to my query comes directly from Showmax for which I’m thankful!
The Short Version
– MultiChoice Studios has been increasing its international sales of movies and series, including a 38% rise in FY23.
– They plan to continue licensing more content globally, including to broadcasters in the UK and USA.
– This strategy is part of their focus on reaching African audiences and partnering with international broadcasters to take their stories worldwide.
– Notable examples I was given include REYKA (South African series) being available on BritBox North America and Channel 4 in the UK, as well as THE REAL HOUSEWIVES OF LAGOS streaming on NBCUniversal’s Hayu service, a reality television-focused platform.
– However, there’s still a lot of room for expansion, and MultiChoice encourages fans of African films and television series worldwide to request these shows and movies from their local broadcasters.
And it behooves local broadcasters who have licensed Shomax programming to ensure their audiences are aware of what exists.
The Long Version
Here is the response from Showmax, verbatim:
“MultiChoice Studios has been licensing content to broadcasters in the UK and USA for a number of years now.
MultiChoice Studios sold 38% more movies and series internationally in FY23, so we have plans to license more of everything to broadcasters across the world.
“Reyka” was sold by Fremantle to 147 territories, including BritBox North America and Channel4 in the UK – reaching a far larger audience than we ever could by making it available on Showmax in the diaspora.
Going forward, we want to focus on what we do best: reaching African audiences.
And then we want to partner with international broadcasters who know how best to reach their own territories, to take our stories to the world.
Obviously, Peacock, NBC, and Sky would be ideal partners.
One great example of this working well already is “The Real Housewives of Lagos,” which is currently streaming on Hayu, NBCUniversal’s reality-on-demand service, across 45 markets, including the UK.
“The Real Housewives of Durban” also screened on Bravo in the US – the original home of the franchise. “Spinners,” “Devilsdorp,” and “Donkerbos” are just some of the other Showmax Originals that have been selling internationally.
MultiChoice encourages all fans of African content to reach out to their local broadcasters and request the shows they want to watch, directing them to MultiChoice Studios to buy rights.
We will continue to explore options to take African stories to the world.”
In the context of the “streaming wars,” especially in Africa, Amazon’s shift away from investing in original content in Africa potentially opens a strategic opportunity for MultiChoice in an increasingly competitive though uncertain streaming landscape not only in Africa but also globally.
And for all intents and purposes, it appears that Showmax is positioning itself to become an international player in the streaming market. While the service remains primarily focused on African audiences, its strategy of licensing content globally, indicates a desire to expand its reach and influence beyond Africa.