When MultiChoice first launched Showmax in 2015, the ambition was clear: to build a homegrown powerhouse capable of challenging Netflix on its own turf. While the platform eventually grew to claim the largest streaming footprint in Africa, a new chapter is unfolding. Following its acquisition by the French media giant Canal+, MultiChoice is moving to sunset Showmax as part of a sweeping, continent-wide initiative to cut $479 million in expenses by 2030.
This pivot is driven by the cold realities of the current media landscape. MultiChoice has faced a steady erosion of its subscriber base—losing roughly 1.2 million users recently—coupled with intense pressure from currency fluctuations and mounting competition from global streaming giants. Having swung from profit to a headline loss of approximately $49 million, the company is prioritizing financial discipline to restore its bottom line. For the broader African creative ecosystem, however, the shift is raising an urgent concern: what happens when the continent’s most prolific financier of local storytelling starts to tighten its belt?
As Zoyols Blog observes, the impact of these austerity measures is already taking hold. MultiChoice produced 5,340 hours of local content in 2025, marking an 18% decline from the previous year. Furthermore, the company has reportedly requested a 20% discount on supplier invoices, a move that places significant pressure on production houses and contractors who rely on these partnerships to survive. While the company retrenches, international competitors are moving in different directions, with giants like Netflix and Prime Video allocating billions toward global content budgets, though they too have begun to trim their regional operations.
The potential ripple effects are significant because MultiChoice has long been the lifeblood of African film and television. Beyond simply broadcasting, the company has acted as a primary engine for the industry, commissioning thousands of hours of dramas, reality shows, and films annually. In West Africa alone, investments exceeding $85 million have been instrumental in fueling the growth of Nollywood. Initiatives like the MultiChoice Talent Factory have further cemented this influence, training over 360 filmmakers since 2018. By localizing content in dozens of languages and distributing it across more than 50 countries, the broadcaster has effectively enabled African stories to travel beyond their borders.
The company has indicated that its future strategy will likely double down on proven, high-revenue heavyweights like Big Brother Naija and Shaka iLembe. These shows, which generate substantial advertising interest, represent safer bets in a volatile market. However, this shift toward “conservative” commissioning leaves the industry at a crossroads. Experimental formats, niche storytelling, and the projects of emerging creators—which often require a broadcaster willing to shoulder a bit of risk—may find themselves struggling to secure funding.
With alternative funding sources from other global streamers also becoming increasingly selective, the African film and television sector is entering a period of significant uncertainty. Whether the industry can weather this financial contraction or find new avenues for investment remains to be seen. For now, all eyes are on how aggressively MultiChoice carries out its restructuring, as the outcome will undoubtedly dictate the creative health and economic future of African storytelling for years to come.
