Multichoice streaming platform, Showmax, has officially rolled out its new platform pegged with additional entertainment packages and enhanced viewer experience in Nairobi today.
- Showmax customers from all 44 African markets were requested to download the new app from the device stores in late February this year, rendering the older Showmax app obsolete.
- The migration decision was prompted by last year’s acquisition of a 30% stake in Showmax by US media giant Comcast NBCUniversal, allowing Showmax to leverage Peacock’s technical streaming platform.
- However, Showmax 2.0 initial market reception was negative – with customers complaining about scrambled movie lists, technical glitches, and device incompatibility.
“What happened at the time was a changeover, not an update of the previous app. As expected, we had teething issues because this is an iterative process. We know there is room for improvement, and that is why we are looking to launch in other major towns to not only get people to know there is fantastic content, but also allow us to know what they want,” said General Manager of Showmax East Africa, Emma Gichonge.
Showmax 2.0 will showcase local content from African countries, produced in local languages and settings to capitalize on the relatability frame that international content lacks. The streamer’s partnership with Comcast NBCUniversal will also provide a variety of international shows and entertainment that were not available in the previous model. These includes movies and shows from Telemundo, DreamWorks Animation, Warner Bros, and HBO.
Showmax has been the engine behind a variety of Kenyan films and shows that have gained immense popularity in recent times. These include: Single Kiasi, Crime and Justice, The Real Housewives of Nairobi, Pepeta, and Jiji. The company during its launching ceremony also announced a new show that was available in the platform since yesterday called Big Girl Small World.
“Showmax has been at the forefront of storytelling in Kenya. Our recent 26 nominations at the Kalasha Awards, a record high for our Originals, is a testament to that. This year, we’re offering our viewers even more diverse content, not just from Kenya but from other parts of the continent as well,” Emma Gichonge said.
Showmax also emphasized on its new package that exclusively streams English Premier League matches in individuals’ smartphones. During the company’s market research to evaluate the most popular football league across Africa, it discovered that the continent had about 250 million EPL fans – representing 20% of the global share. Smartphone penetration which has been on the rise in Africa, coupled with declining data prices, have made streaming live football convenient.
The streaming company will also allow customers to control their data by choosing their preferred video quality. However, due to the changing network coverages between different geographies, the new app will automatically readjust the video quality in accordance with the present internet connectivity thus preventing buffering. Moreover, customers can download shows they want to watch later when internet connectivity will not be available.
“More than 1 300 hours of new Showmax Originals will be released in 2024 across Africa so viewers will be able to watch an average of more than 3.5 hours of fresh local content on Showmax every day of the year,” said Emma Gichonge.
Showmax 2.0 Subscription Prices
Showmax 2.0 can be accessed in devices such as smartphones, smart TVs, laptops, and tablets – but some packages have limitations. The most basic package is priced at KSh 300 per month. Viewers can watch their favorite shows and movies from the mobile devices only.
By paying KSh 650 every month, some customers can access their favorite shows from all devices. The Premier League package can only be streamed through mobile devices at KSh 500 every month. For customers who wish to stream both the premier league matches and their preferred shows, a discounted figure has been set at KSh 700 (exclusively mobile phones) and KSh 1,000 for those who want to watch shows from all devices.
Initially when Showmax had introduced the new app, there was discontent among Kenyan customers as to how they would pay for the packages. The M-Pesa option is an invaluable tool that cannot be sidelined in the Kenyan market. Apparently, a customer can now pay for their preferred packages using M-Pesa through the following steps:
- Visit Showmax.com and register your details such as Name, E-mail address, account password, and the package plan you wish to take.
- Then choose your preferred method of payment, which includes Credit card options and the M-Pesa option for Kenyan customers.
- Enter your mobile phone number and wait for a pop-up requesting your M-Pesa PIN.
- Once you key in the PIN number, wait for a confirmation message that will ascertain the success of your payment process.
Showmax and the Future of Streaming
For eight years since its establishment, Showmax has grown immensely to outrank its rivals in the African market by attaining a 40% share in dominance. General Manager for Showmax East Africa, Emma Gichonge, says this can be attributed to the company’s legacy as an indigenous brand and its commitment towards working with local talent.
Traditional models of broadcasting content within Multichoice such as DSTV and Go-TV have roused dissatisfaction from customers around Africa. Recently, the company was grilled in Nigeria after it ramped up prices for its packages for the third time over an year. The same happened in Kenya and South Africa, a phenomenon that Multichoice has blamed on slumping currencies and tough business environments.
Showmax streaming also provides a customer the freedom to choose what they want to watch and pay for exclusively. One of the criticisms leveled against DSTV and Go-TV is the inability to select a narrow range of content that one needs. It becomes expensive to pay for monthly packages that are heaped with too many channels that one may never watch.
Emma Gichonge maintains that there is still space for DSTV and Go-TV in the future despite the viability that streaming offers. According to her, these models are complementing Showmax to optimize entertainment in the African market.
“In places, such as villages, where data bundles are still expensive or unreliable, these avenues remain important components in the entertainment factor. What we are doing as Showmax is just enhancing the accessibility factor that smartphones offer,” she told The Kenyan Wall Street.
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