Showmax, the streaming video-on-demand service under the MultiChoice umbrella, is set to redefine its offerings with the launch of Showmax 2.0 in February. The company aims to drive subscriptions through an affordable pricing strategy and a dedicated mobile-first focus.
During a press conference held in Lagos on Monday, the company provided a sneak peek into the upcoming app, unveiled its new brand identity, and introduced three subscription tiers.
A video of the announcement was also posted on X (Twitter) earlier today with the caption, “New Year, #NewShowmax …”
Showmax 2.0, regarded as one of the company’s significant investments for the future, introduces three distinct subscription options: entertainment, Premier League, and a bundled subscription encompassing both entertainment and the Premier League.
The mobile-only subscription for the highly popular Premier League in Africa will be priced at ₦2,900, representing a substantial cost savings compared to the premium subscription for DStv, MultiChoice’s cable TV offering.
– Mobile-only entertainment subscription: ₦2,500 per month
– Mobile bundle of entertainment and Premier League: ₦3,200
Arinola Shobande, Showmax’s Marketing Manager, emphasised the company’s deep understanding of the market, highlighting the competitive pricing and the integration of a “data economy” into the product.
Shobande noted that users can enjoy 24 hours of Showmax content with just 1GB of data, addressing a significant challenge in the African streaming landscape.
MultiChoice, with ambitious goals, targets 50 million subscribers in the next five years. The company recently forged a partnership with NBCUniversal, leveraging NBCU’s Peacock technology platform for Showmax 2.0.
MultiChoice will pay R247 million (~$13 million) to license the technology for seven years and grant NBCU a 30% stake in a new holding group.
The relaunch of Showmax comes amid intensifying competition in Africa’s subscription video-on-demand (SVOD) sector, with global players like Netflix and Amazon Prime ramping up investments in the region through partnerships with local studios for original content creation.
Showmax’s confidence is bolstered by recent research from Omdia Research, identifying it as Africa’s leading video streaming service with 1.8 million subscribers. Additionally, the platform boasts an extensive library of original content, including popular shows like Big Brother Nigeria and original productions like Wura.
In anticipation of its February 23 launch, Showmax plans to introduce 21 new originals in 2024. The new app is slated for download availability by January 23.
