The South African streaming market remains highly competitive in early 2025, with global giants and local players battling for dominance. According to the latest data from JustWatch, Netflix continues to lead the subscription video-on-demand (SVOD) sector, though its margin over Amazon Prime Video has narrowed to just 3 percentage points.
Meanwhile, Showmax, the homegrown contender, holds a strong third place with 23% of the market. Together, these top three platforms account for a staggering 76% of streaming demand in South Africa, leaving smaller services like MUBI (4%) and Apple TV+ (3%) trailing far behind.
Market Share Shifts in Q1 2025 for the Streaming Market
The first quarter of 2025 saw notable shifts in subscriber growth. MUBI emerged as the biggest gainer, adding 2% to its market share—an impressive jump for a niche platform. Prime Video also grew, increasing its share by 1%, likely due to its expanding content library and competitive pricing.
However, not all platforms fared well. Apple TV+ and Netflix both saw slight declines, with Netflix’s dip suggesting increased pressure from rivals. The most significant setback was for Showmax, which lost 2% of its market share—a concerning trend for the local service amid fierce competition.
Outlook for 2025
With Netflix’s lead shrinking and Showmax facing challenges, the battle for South Africa’s streaming audience remains unpredictable. If Prime Video and MUBI sustain their growth, the market could see further consolidation, leaving smaller players struggling to keep up. For now, the big three—Netflix, Prime Video, and Showmax—still dominate, but shifting viewer preferences may reshape the landscape by year’s end.
