The streaming landscape in Africa is undergoing a significant shift following the announcement by Canal+, the new owner of MultiChoice Group, that its streaming platform, Showmax, will be discontinued.

This decision, circulated widely on Thursday, comes as part of a broader strategy aimed at cost-cutting, financial discipline, and ensuring long-term sustainability in an increasingly competitive global streaming market.

Showmax, originally launched by MultiChoice in South Africa in 2015, was designed to compete with international streaming giants like Netflix while simultaneously championing African productions.

Despite years of heavy investment and a major relaunch in February 2024—dubbed Showmax 2.0—following a 2023 partnership with Comcast’s NBCUniversal and Sky, the platform struggled to meet its growth targets and financial projections across the 44 African markets it served.

MultiChoice Group CEO David Mignot previously indicated to TechCentral that Showmax "can't continue" in its current form, highlighting its lack of commercial success.

Canal+ CEO Maxime Saada echoed this sentiment, stating that Showmax was "not a commercial success – it's quite obvious."

The financial reports reveal substantial annual losses, with trading losses reaching R2.6 billion (N219 billion) for the year ended March 31, 2024, and escalating to R4.9 billion (N412 billion) for the year ended March 31, 2025.

These losses significantly reduced MultiChoice Group’s trading profit by 49 percent to R4 billion (N336 billion), as subscriber growth and revenue fell "well short" of 2025 targets.

In light of this strategic review, the Showmax Board made the decision to discontinue the service in the near future.

An email sent to subscribers assured them that there would be no immediate interruption to current services, and they could continue streaming while further details regarding timelines and a smooth transition process were being finalized.

MultiChoice emphasized its commitment to protecting the customer experience and continuing to invest in premium content, technological innovation, and strategic partnerships for its DStv and GOtv subscribers.

The company also confirmed that the discontinuation "will not involve any retrenchments," with employees set to be supported through "various transition options."

Canal+ has reiterated its commitment to investing in premium content for MultiChoice subscribers and consolidating its leadership in the African entertainment market.

The news has elicited strong reactions across the African creative and consumer landscape.

Media executive Mo Abudu, CEO and Founder of EbonyLife Group, took to Instagram to share her thoughts, asserting, “𝐍𝐨 𝐎𝐧𝐞 𝐈𝐬 𝐂𝐨𝐦𝐢𝐧𝐠 𝐓𝐨 𝐒𝐚𝐯𝐞 𝐔𝐬. 𝐈𝐭 𝐈𝐬 𝐓𝐢𝐦𝐞 𝐅𝐨𝐫 𝐔𝐬 𝐓𝐨 𝐁𝐮𝐢𝐥𝐝 𝐎𝐮𝐫 𝐎𝐰𝐧.”

She urged African creatives and industry stakeholders to focus on building sustainable business models and local solutions tailored to the African market.

Abudu views this development as an "opportunity rather than a challenge," advocating for a "Local for Local, Local for Global" approach and expressing EbonyLife ONPlus's commitment to strengthening its platform.

Internet users and public figures, including gospel singer Frank Edwards, also reacted.

Many expressed heartbreak and concern over the fate of popular Nigerian originals and shows like Wura, Agu, Cheta’M, Flawsome, Freemen, Sadau Sisters, The Counsellor, Diiche, Crime and Justice Lagos, The Real Housewives of Lagos, and Big Brother, which were available on the platform.

Some users called for stronger indigenous streaming alternatives to fill the void left by Showmax, echoing Mo Abudu’s call for self-sufficiency in the African media space.