MultiChoice and Paramount to make its Paramount+ streamer available as a 'destination area' in South Africa on Showmax.

by Thinus Ferreira

MultiChoice in an agreement with Paramount Global is finally bringing its Paramount+ video streaming to South Africa but not as a streaming app and instead a "branded destination" as part of a licensing deal.

Paramount has been late to South Africa's video streaming party where MultiChoice just relaunched its own Showmax streaming service which is competing with the likes of Netflix, Disney+, Amazon Prime Video, Apple TV+, as well as services like SABC+, eVOD, BritBox and VIU.

Paramount+ content like the science fiction drama series Halo has so far resided on Showmax since Paramount+ didn't exist in the territory.

According to MultiChoice, Paramount+ is essentially a tile on the carousel within Showmax. To get to Paramount+, Showmax subscribers will have to open Showmax, scroll all the way to the bottom where there is a row of content offered by studio, for instance Warner Bros Discovery, NBCUniversal and others. Paramount+ will now have a space here.

Paramount says the Paramount+ "branded destination" is part of its strategy to expand Paramount+ in "more ways around the world, including making it available as a direct-to-consumer streaming service, through bundled partnerships in key markets as well as through branded destinations in local markets through licensing deals".

South Africa is now getting Paramount+ as a "branded area" as part of a licensing deal, with Paramount calling this branded destination "the debut of the Paramount+ brand in pan-Africa".

Paramount says DStv subscribers will "have access to world-class content from CBS, Paramount+ Originals, Showtime, Paramount Pictures, and they will find iconic films and hit television series such as Yellowstone, 1883, 1923, Poker Face, Special Ops: Lioness, Lawmen: Bass Reeves and upcoming new series Landman as well as returning series like Survivor".

Lisa Kramer, president for international content licensing at Paramount Global content distribution, in a statement says "The expansion of our long-standing relationship with MultiChoice from a traditional licensing deal to a fully dedicated, Paramount+ branded destination on the platform is a testament to the tremendous effort of Paramount Global to continue to build the offering from multiple content pillars".

"Consumers in the growing African market already equate Paramount with quality entertainment and we're thrilled to now offer them a devoted space in which they can both access their favourite programming and discover new hit titles."

Nomsa Philiso, MultiChoice SA CEO for general entertainment, says "MultiChoice is excited to expand our partnership with Paramount Global to bring the Paramount+ brand to African audiences through our platform".

"This agreement reflects our commitment to providing our viewers with world-class entertainment options and expands our offering with iconic content. We are proud to offer African viewers direct access to a dedicated space where they can enjoy their favourite programming and discover new hit titles, further enriching their entertainment experience."