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‘Doubling Down on Africa’: How Soccer, Local Content Are Driving Showmax Push to Become Continent’s Top Streamer (EXCLUSIVE)
The African streaming platform is set to relaunch in February, bolstered by Peacock technology and a growing haul of local and international content.
Speaking exclusively to Variety, company execs say the reboot puts the new-look platform in pole position to capture an even bigger slice of the burgeoning African SVOD market. Launched in 2015 by pan-African entertainment giant MultiChoice, which also owns leading pay-TV operator DStv, Showmax has spent the past decade jockeying with deep-pocketed global rivals attempting to make inroads into the African streaming market. “What I find really exciting about Showmax is that one is able to articulate nuances that the core African market gets,” says Phathu Makwarela, co-founder of International Emmy-nominated production outfit Tshedza Pictures (“The River”), which is set to bow the teen drama “Youngins” on the streaming platform later this year.
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