MultiChoice, now part of global media and entertainment company CANAL+ SA, has announced the forthcoming discontinuation of the Showmax service, following a comprehensive review of its streaming activities.

“This decision was made by the Showmax Board of Directors and reflects the continued focus of MultiChoice, a CANAL+ company, on financial discipline and investment optimisation in an increasingly competitive and capital-intensive global streaming environment,” a statement on the CANAL+ website reads.

“The substantial annual losses experienced by the Showmax business have proved unsustainable. The decision to phase out Showmax reflects our focus on building a sustainable and competitive business for the long term,” the statement continues.

The company said that the decision will not involve any retrenchments, with employees “being supported through various transition options”.

“This evolution aligns with MultiChoice’s ambition to deploy a large-scale, in-house streaming platform capable of meeting the expectations of both African and international consumers,” the statement adds.

“CANAL+ will continue to invest in premium content for MultiChoice subscribers, technological innovation, and strategic partnerships to consolidate its leadership in the African entertainment market. Further details regarding our expanded content offering and platform upgrades will be shared in due course. We want to reassure our Showmax subscribers that they remain a priority as we evolve our services to deliver a superior streaming experience.”

Commenting on the announcement, Leslie Adams, Sales Director at Reach Africa, a leading Connected TV (CTV) and streaming specialist, said: “The global streaming industry is moving out of its ‘growth at all costs’ phase, which prioritised subscriber numbers, into a period where sustainable economics and scale matter far more. Content costs – from premium series to sports rights – continue to rise, making it increasingly difficult for platforms to compete without significant scale. Consolidation across the sector is inevitable, and we are likely to see more moves like this.

“At the same time, we’re seeing more bundling, aggregation, and advertising-supported models emerge as platforms search for new revenue streams. For viewers, this will likely mean fewer standalone services, but stronger platforms, more bundled offerings, and a growing mix of subscription and ad-supported viewing options.”