Showmax has so far repurposed and taken both American studio content that used to be on M-Net(DStv 101) first from the likes of HBO and Showtime, as well M-Net's locally-produced content from its M-Net, kykNET and Mzansi Magic channels.
Showmax will now also piggy-back and use SuperSport content that previously was only accessible to DStv subscribers.
"We're going to trial a bunch of different sports content while keeping Showmax at the R99 price point, and see how our customers interact with the service," says Niclas Ekdahl, MultiChoice's Connected Video CEO, in a statement.
"We’ll be ramping up our live game offerings with everything from selected matches from the best football leagues in Europe to streaming a wide variety of varsity and school sports."
Connected Video runs MultiChoice's online streaming platforms like its subscription video-on-demand (SVOD) service Showmax and the temperamental and untrustworthy DStv Now that offers a programming catch-up and a live linear channel streaming experience.
"As of today, sport is officially up and running on Showmax in South Africa - not only magazine shows and highlights clips, but a whole new capability to live-stream games," Showmax said in a statement on Friday.
"It's a first for Showmax that taps into the growing streaming-only customer segment. The price of Showmax remains unchanged at R99 per month."
Showmax said that the new sports content includes live streaming of South Africa's games in the 2019 ICC Cricket World Cup and SuperSport Rugby Challenge matches.
The newly added sports content vertical will also include extended highlights from major sports events, and magazines shows taken from SuperSport that will be available to watch as live broadcasts and on a catch up basis.
These include What a Weekend, Showcase, Home, The Final Whistle, Phaka, Inside Edge, In Touch, The Dan Nicholl Show, #borntorugby and FirstXV.
"Adding sport to Showmax is something fundamentally new for us and it’s a big deal," said Niclas Ekdahl.
"We’re preparing for a future when uncapped data is affordable to all in Africa and video-on-demand becomes the norm."
"We've been delivering TV series and movies for almost four years and continue to see strong growth in usage. Sport is the obvious next target and the only way to do that properly is to be able to stream it live."
Showmax's new sport section is available on most Showmax apps and platforms except for Apple TV, Xbox and PlayStation, and some smart TVs, although support will be added for these in the coming months.
The Showmax sport content is currently available only in South Africa.
It's not yet clear to what extent the taking of content from M-Net and SuperSport is devaluing the existing DStv offering to customers and potential subscribers.
Existing and potential DStv subscribers no longer have to subscribe to MultiChoice's DStv but can get premium content that was only available on M-Net, for instance international fare like Game of Thrones to local series from kykNET and Mzansi Magic, at the same time or even before it is broadcast on M-Net and other channels.
