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Showmax unveils ‘Africa-Centric’ strategy for 2024, prioritizing content access



In a recent breakfast meeting with the media, John Ugbe, the CEO of MultiChoice, West Africa, shared insights into the revamped Showmax strategy for 2024, emphasizing a customer-centric approach aimed at prioritizing ease of content access.

Ugbe highlighted Showmax’s commitment to understanding and catering to the unique dynamics of the African market.

The new Showmax app is set to be available in app stores from January 23, 2024, as part of a phased migration process across 44 markets. Ugbe explained that this process, initiated next week, would be completed by February 12, 2024. Existing Showmax customers will receive communication on accessing the new app within the week.

Showmax’s content offering is positioned to benefit from a strengthened focus on the African market and the extensive creative and commercial presence established by MultiChoice. Competitive pricing structures have been introduced, along with a diverse network of payment options, making Showmax the first streaming service in Africa to enable mobile downloads for offline viewing and the pioneer of a mobile-only plan.


Ugbe noted the collaboration with Moment, a MultiChoice joint venture partner, which facilitates a payment ecosystem with over 200 partners. DStv customers will continue to have the option of adding Showmax to their monthly bill with significant discounts. Additional partnerships are expected to be announced to enhance customer value.

Opeoluwa Filani, General Manager of Showmax Nigeria, introduced Showmax Premier League, a groundbreaking product designed to provide football enthusiasts access to their favorite matches. With over 450 million smartphones in Africa and more than 250 million football lovers, Showmax aims to capture a significant audience with this innovative offering.

Richard Masters, CEO of the Premier League, expressed delight in the Showmax initiative, highlighting the importance of Africa to the Premier League and its clubs. He mentioned that over 20% of TV audiences on any given Matchday come from Africa.

Central to Showmax’s success in Africa is a new technical platform built for scalability and robust performance. With the launch of Showmax, the Peacock streaming platform will be active in over 70 countries, benefitting from continuous enhancements driven by the expertise of thousands of engineers.

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