When African pay-TV giant, MultiChoice, relaunched its streaming platform, Showmax, in February 2024, the pitch was bold. Backed by Comcast’s NBCUniversal and powered by the same technology as Peacock, Africa’s homegrown streaming champion would finally take on Netflix on equal footing. The target was USD 1 B in revenue within five years.
Two years later, the plug has been pulled. MultiChoice announced Thursday it will discontinue Showmax following a “comprehensive review” by its board, citing “substantial annual losses” that proved unsustainable. The decision, first reported by Variety, ends an 11-year run that began in 2015 as a modest DStv companion and ended as a money pit that swallowed over ZAR 3 B (~USD 182 M) in investment.
For the 2025 financial year, Showmax recorded a trading loss of ZAR 4.9 B (USD 297 M), an 88% worsening from the previous year. Revenue, which peaked at ZAR 1 B (USD 60 M) in 2024, fell back to ZAR 800 M (USD 48.5), miles from the ZAR 18 B (USD 1 B) target executives had promised investors. Subscriber growth, while hitting 44% year-on-year, never translated into dollars.
“The substantial annual losses experienced by the Showmax business have proved unsustainable,” the company said in a statement, adding that no job cuts would result from the closure.
MultiChoice Group CEO David Mignot offered a blunt diagnosis earlier this year. “Financially speaking, business-wise speaking, the thing is not flying”.
Africa has roughly 600 million smartphones, he noted, but the economics of mobile streaming simply don’t work given data costs. Barely 4-5% of the continent’s electrified, TV-owning households have access to fibre. The streaming future executives had envisioned collided with market reality.
Canal+, which acquired MultiChoice in a USD 2 B deal last September, had telegraphed this outcome. CEO Maxime Saada told investors in January that Showmax was “not a commercial success—it’s quite obvious”. The platform’s losses were “not acceptable,” CFO Amandine Ferré added, as the French media giant pivoted toward cost synergies rather than streaming growth.
The group is targeting EUR 400 M (USD 463 M) in annual savings by 2030, and Showmax had become a prime candidate for cuts. NBCUniversal, which held a 30% stake in the joint venture, will now exit alongside MultiChoice.
The closure leaves African filmmakers and audiences grappling with another narrowed window, echoing moves by global streamers, such as Netflix and Prime Video, to pare down investments on the continent.
One South African director who produced multiple series for Showmax described the loss as devastating. “Showmax was one of the only platforms available to us that was willing to back stories that were bold and authentic… Losing Showmax is a huge blow to the local industry”.
MultiChoice says streaming remains “central to our strategy” and that it will continue investing in premium content. Canal+ is expected to expand its existing partnership with Netflix, which already bundles the streamer into pay-TV offerings across 24 African countries. A “super app” combining the group’s video services is reportedly in development.
But for the African streaming market, Showmax’s demise carries a sobering lesson. What was once positioned as Africa’s last great frontier for streaming growth became one of its most costly experiments.