Netflix, Amazon Prime Video, and Showmax are the top video streaming platforms in Africa. Two years ago, Netflix was the undisputed leader of the pack, ramping up the highest subscriber numbers.
Has that changed today? Who leads the top online subscription video on demand (SVOD) services in Africa?
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Netflix
As at November 2023, Netflix had 1.8 million subscribers in Africa, a 300,000 drop from their record high of 2.1 million subscribers in 2022. The service began operations in Africa in 2016.
Amazon Prime Video
Amazon Prime Video has remained small fish in the big tank since they kicked off service in Africa in 2021. And as at November 2023, the American company had a mere 300,000 subscribers on the continent.
Showmax
Showmax is the online video streaming platform of MultiChoice, the owners of DStv. It started operations in 2015. However, it has proven itself to be a formidable player, rising to the top of the table. As of November 2023, Showmax had recorded 2.1 million subscribers in Africa.
The Top Video Streaming Platform in Africa in 2024
The top video streaming platforms in Africa in 2024 is MultiChoice’s Showmax, with a 38.7% market share. It is impressive showing.
Netflix takes up second place with 33.5% market share. At the rear in 3rd place is Amazon Prime Video with a 5.6% market share.
The Future of Video Streaming Platforms in Africa
Prime Video does not seem keen on continuing to invest in local content, as they have laid off local staff and stopped production of local shows in Africa and the Middle East. The company continues to produce and stream content from Western markets. With this game plan, Prime Video will stay afloat in Africa but will remain a smaller player when compared to Showmax and Netflix.
Netflix is investing heavily in content production in and for the continent. We do not expect them to rollover and let Showmax run them over just like that. Every month, new titles from both local and international producers appear on Netflix for the delight of subscribers.
The new king, Showmax, is investing heavily as well in local content, while partnering with more international players. For example, Showmax streams MultiChoice’s local productions, as well as HBO content in Africa. Considering MultiChoice’s strengths and deep experience with video content on the continent, Showmax has the potentials to retain the lead among Africa’s leading video on demand platforms.
More and more movie lovers will subscribe to online video streaming platforms in Africa, for the cost-effectiveness and convenience. For example, prices of movie tickets at cinemas in Nigeria have risen exponentially over the years from ₦1,500 around 2016 to ₦5,000 in 2022 and now hovering around ₦6,000 to ₦8,500 on 2024.
For a monthly subscription starting from ₦1,200, depending on which of the available platforms you choose, subscribers can enjoy from large catalogues of movies and TV shows. As such, cinemas will get patronised only for those movies that are exclusively available at movie theatres.
Showmax and Netflix, in particular, are working hard to take advantage of this shift in consumer behaviour.
What happened to iROKOtv?
Honourary mention to iROKOtv, a pioneer video on demand service in Africa. It began operations in 2011. However, the service struggled with conditions on the continent and pivoted to servicing the diaspora primarily. iROKOtv has stayed a small player in Africa since.
References
The statistics used in this article are as provided by market research firm, Omdia.