"It’s Time for African Content to Stand on Its Own" - Mo Abudu

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Media mogul Mo Abudu has weighed in on the recent announcement that streaming service Showmax will be discontinued, urging African creatives and industry stakeholders to focus on building sustainable local platforms. 

The decision by Canal+, the new owner of MultiChoice Group, to shut down Showmax is part of a broader strategy to optimize costs and strengthen the company’s digital offerings amid stiff competition in the streaming sector.

In an Instagram post, Mo Abudu addressed the implications of the closure, emphasizing that African content creators cannot rely on external platforms to preserve or promote their work. 

She wrote, “No one is coming to save us. It is up to us to build sustainable business models that truly work for our market.” She noted that while the continent has seen a rise in indigenous streaming platforms, such as EbonyLife ON Plus, these platforms are still in their early stages and require significant effort, patience, and collaboration to grow.

Abudu highlighted Africa’s rich cultural heritage and storytelling tradition, stressing that local creators should learn from successful global streaming models while developing their own solutions. “We are a continent rich in culture, tradition, and powerful stories. 

We must learn from global success stories, adapt what works, and create our own pathways,” she said. Her message underscored the importance of local content for local audiences while also being positioned to reach global markets, promoting the idea of “Local for Local, Local for Global.”

EbonyLife ON Plus, which Abudu founded, represents her commitment to developing sustainable African content platforms. She explained that the closure of Showmax presents both a challenge and an opportunity for African media companies to strengthen their platforms and expand their reach. 

The move aligns with the growing demand for high-quality African content and the need to retain control over distribution channels.

Canal+’s decision to discontinue Showmax followed a comprehensive review of MultiChoice’s streaming operations. 

In a statement to subscribers, the company confirmed that while the service will eventually close, there will be no immediate interruption, allowing users to continue streaming while details of the transition are finalized.

 Launched in 2015, Showmax served multiple African countries, offering a mix of local and international films and series. The platform was initially positioned as a competitor to global streaming services, while also providing opportunities for African creators to showcase their work.

The announcement prompted reactions across social media, with many users expressing disappointment at the closure and calling for stronger local alternatives to support African productions. 

Mo Abudu’s comments reflect the sentiment that African creatives must take ownership of their content ecosystems, ensuring that high-quality platforms thrive and sustain the industry for the long term.

Ultimately, the closure of Showmax reinforces the need for African media stakeholders to invest in local solutions that can survive market pressures and global competition. 

Mo Abudu’s message is clear: the future of African entertainment rests in the hands of its creators, and building sustainable, homegrown platforms is essential for preserving and promoting the continent’s storytelling legacy.

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