The Value of Content
How Local Stories Made Showmax the Leading Streaming Platform in Sub-Saharan Africa
When we set out to build Showmax, the first Sub-Saharan African SVOD (subscription video on demand) streaming service, we were entering a market filled with challenges but also incredible opportunities. Like many streaming services at the time, we launched with premium content from international giants like HBO and Showtime. It was a solid starting point—globally acclaimed shows like Game of Thrones and Billions gave us credibility and attracted early adopters. But it wasn’t long before we realized that simply curating international hits wouldn’t be enough.
To truly connect with our audience—to make Showmax not just a streaming service but their streaming service—we needed to lean into something far more powerful: local content.
Why Local Content Matters
Sub-Saharan Africa is a region rich in diverse cultures, languages, and storytelling traditions. Yet, for many years, those stories weren’t being adequately represented on streaming platforms. International shows might have global appeal, but they often felt distant or out of touch with the day-to-day experiences of our audience.
We quickly realized that showcasing local content was not just a nice-to-have; it was a must-have. Here’s why:
Cultural Relevance: Local stories reflect local realities. They resonate on a deeper level because they showcase the experiences, humor, and struggles that are uniquely African.
Affordability: Producing local content was often far more cost-effective than licensing international titles. It allowed us to create more shows for less, without compromising on quality.
Audience Connection: We saw tangible improvements in viewing times, engagement, and retention when we added local content. People didn’t just watch—they relished these stories because they felt seen and heard.
Highlighting Local Creators: By investing in local talent—writers, actors, directors, and producers—we were able to elevate the entire creative ecosystem. Shows like Tali’s Wedding Diary weren’t just hits; they won awards and became cultural touchpoints.
Building a Sustainable Model for Local Content
Once we saw the impact of local content, it was clear we needed to build a sustainable mechanism for creating and delivering these stories. This wasn’t a simple task. Producing original content requires infrastructure, investment, and commitment. It also required a mindset shift: we had to embrace the fact that we were not just a streaming platform but also a content creator.
The work was demanding, but the payoff was undeniable. By doubling down on local productions, we achieved several key outcomes:
Subscriber Growth: Local content became a major driver of new subscriptions. People were drawn to Showmax because it offered something they couldn’t find anywhere else—high-quality, homegrown stories.
Retention and Engagement: Our audience spent more time on the platform, binge-watching shows that felt personal and familiar. The more local content we produced, the stronger their loyalty became.
Differentiation: While competitors relied heavily on international content, Showmax stood apart as a platform that championed African stories. This became our key differentiator in the market.
The Success Stories: Tali’s Wedding Diary and Beyond
One of the standout successes was Tali’s Wedding Diary, a hilarious and brilliantly crafted show that quickly became a favorite among viewers. It wasn’t just a hit in terms of viewing numbers; it also won awards and solidified Showmax as a platform capable of producing premium, culturally relevant content.
Tali’s Wedding Diary was proof that we were on the right path—that local stories had both the creative potential and the audience demand to succeed. And it wasn’t an isolated example. Over time, we produced and showcased a wide range of local content—from dramas to comedies to documentaries—all of which contributed to making Showmax the biggest streaming service in Sub-Saharan Africa.
Content as a Competitive Advantage
In the crowded streaming market, where global players compete for attention and wallets, content remains the most powerful competitive advantage. At Showmax, our journey taught us that:
The right content doesn’t just attract viewers; it creates connection.
Investing in local content isn’t a cost; it’s an investment in long-term differentiation and growth.
By telling local stories, you not only build a stronger business but also empower local creators and audiences.
The success of Showmax was never just about streaming. It was about belonging. By giving a platform to African stories, we gave people a reason to choose Showmax over and over again.
Final Thoughts
Content is, and always will be, king—but context is queen. At Showmax, we learned that the most valuable content is the kind that reflects the culture, values, and experiences of its audience. Local content was our secret weapon—a way to differentiate, connect, and grow.
For anyone building products in competitive markets, the lesson is clear: don’t underestimate the power of relevance. Whether you’re streaming TV shows, building software, or launching a new app, the closer you get to understanding your audience’s needs and aspirations, the more successful you will be.
At Showmax, local stories helped us create something more than just a streaming platform. We built a home for African creativity—and that made all the difference.