Kenya’s entertainment industry and subscribers have been left stunned after Multichoice Group announced its intention to discontinue the service in the near future.

Multichoice, now under the ownership of French media company Canal+, said the decision follows a "comprehensive review" by the board aimed at strengthening their overall digital offering and ensuring long-term sustainability in what they describe as an "increasingly competitive streaming environment."

“Showmax gave a chance for African storytellers to use their style, feel, people, and talents,” said Kenyan filmmaker Chris Spencer Muigai.

Showmax, launched on August 19, 2015, offered a mix of international favourites and local originals, providing African filmmakers an opportunity to tell local stories.

In 2024, it underwent a major revamp, expanding its content library to include the English Premier League, Hollywood classics, and HBO Max titles.

However, the platform faced mounting challenges. Multichoice’s financial results reported annual losses of R4.9 billion (Sh35 billion) as of March 2025.

The company cited an increasingly competitive streaming environment, with other global players expanding in Africa with larger content budgets and technological advantages.

Kenya’s pay-TV and streaming sector has also been in decline. Active pay-TV subscribers fell 77% to 1.5 million by June 2025, with MultiChoice’s DStv and GOtv services dropping from 1.19 million to 188,824 users.

Analysts attribute the decline partly to repeated price hikes amid economic hardships, pushing some viewers towards free or illegal alternatives.

For Kenyan users, Showmax’s exit raises questions about access to affordable entertainment.

Imran Jomo, an avid user and filmmaker, said: “I was shocked to just see the notification on the app… I also thought about the fate of a lot of shows that were sponsored by the site.”

Some users reported that shows like Succession and Game of Thrones were already unavailable.

Local content creators are also affected. Victor Obok, a producer at Classic 105, noted: “A lot of local content was distributed by Showmax and this closure could mainly affect the availability of jobs.”

Over the last five years, Showmax has produced 27 local shows, including Single Kiasi, Igiza, and County 49, helping to showcase Kenyan talent on a continental stage.

With Showmax’s departure, Netflix remains the dominant platform.

Emerging services like Viu and iROKOtv offer alternatives but are smaller in scale, while free ad-supported platforms such as YouTube and TikTok continue to grow in popularity, especially among younger audiences facing broadband affordability challenges.

While the news marks the end of an era for the platform, you don't need to put down the remote just yet. The company confirmed that there will be no immediate interruption to current services.

"Importantly, at the moment, there will be no interruption to your current service. You can continue streaming as usual, and no action is required from you at this time," Showmax said in a statement.

Subscribers can continue streaming their favourite shows as usual, and no action is required from them at this time.

Showmax emphasised that its users remain a top priority, and they are currently working on a transition plan to ensure clear communication and a smooth experience when the final day arrives.

The company has promised to share further details well in advance, including official timelines and any necessary future steps for account holders. Despite the impending exit of the Showmax brand, the parent company isn't abandoning the digital space.