South African streaming platform Showmax is set to be discontinued after parent company Multi-Choice confirmed that the service will be phased out following a strategic review of its streaming operations.
The announcement marks a significant shift in Africa’s digital entertainment landscape. For nearly a decade, Showmax positioned itself as a home-grown streaming alternative to global giants such as Netflix and Amazon Prime Video. However, mounting financial losses and intensifying global competition ultimately forced the company to rethink the platform’s future.
Multi-Choice said the decision followed a comprehensive evaluation of its digital streaming business as part of broader restructuring efforts under its new parent company, Canal+, which acquired the broadcaster in 2025.
Mounting losses behind the decision
According to industry reports and company disclosures, Showmax struggled to reach profitability despite heavy investment in technology and original African productions. The cost of running a large-scale streaming service — including content licensing, infrastructure and marketing — continued to rise as competition intensified globally.
Financial disclosures revealed that Showmax losses increased sharply, with the platform reporting billions of rand in trading losses while revenue remained significantly below long-term projections.
Analysts say the situation highlights the broader challenge of building profitable subscription streaming services in emerging markets, where lower disposable income and limited broadband access make it difficult to scale at the same pace as platforms in developed economies.
Multi-Choice statement on the closure
In a statement, MultiChoice said the move forms part of its strategy to strengthen its overall digital offering and ensure long-term sustainability.
The company said the decision follows “a comprehensive review of the group’s streaming activities” and acknowledged that the Showmax business had experienced substantial annual losses that proved unsustainable.
MultiChoice also confirmed that the shutdown will not immediately disrupt current subscribers, and the platform will continue operating during a transition period while the company prepares for its eventual closure.
The company further noted that employees working on the platform will be supported through internal transition processes, and no retrenchments are expected as part of the decision.
End of Africa’s biggest streaming experiment
Launched in 2015, Showmax was once considered one of Africa’s most ambitious attempts to build a continental streaming service. The platform invested heavily in local productions and African storytelling, helping bring a wave of regional content to digital audiences.
However, the streaming industry has become increasingly competitive, dominated by global platforms with significantly larger budgets and subscriber bases.
Media analysts say Showmax’s shutdown signals a turning point for Africa’s streaming sector, raising questions about how local platforms can compete in a market shaped by international technology giants.
For now, subscribers can continue using the service while Multi-Choice finalises its transition plans. Further details regarding the shutdown timeline and the future of Showmax content are expected to be communicated to users in the coming months.
