Showmax, the streaming service owned by MultiChoice, aims to attract more subscribers with a mobile-first approach and affordable pricing as it gears up for a February relaunch.
During a press event in Lagos, the company unveiled the new app, subscription tiers (entertainment, Premier League, and a bundled option), and a focus on the mobile experience.
The mobile-only Premier League subscription, a popular choice in Africa, is priced at ₦2,900, significantly cheaper than DStv’s premium cable TV subscription.
The mobile-only entertainment plan costs ₦1,200 per month, while a bundled package with both entertainment and Premier League is priced at ₦3,200.
Showmax emphasises its understanding of the market, not only in terms of pricing but also in addressing the data challenges prevalent in Africa.
According to Arinola Shobande, the marketing manager, you can watch Showmax for 24 hours with just 1GB of data.
MultiChoice, investing significantly in Showmax, targets 50 million subscribers in the next five years. The new app, set to launch on February 23, incorporates NBCUniversal’s Peacock technology platform, following a partnership that involved licensing the technology for R247 million (~$13 million) over seven years.
Despite growing competition from global players like Netflix and Amazon Prime, MultiChoice remains confident.
Additionally, the company boasts a substantial library of original content, positioning it uniquely in the market. Showmax plans to introduce 21 new originals in 2024, with the new app available for download starting January 23.
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