MultiChoice-owned Showmax has announced that it will be live streaming all of South Africa's football matches at the 2019 African Cup of Nations. This comes after Showmax announced that it is testing live streaming of sports for some South African customers and then later in June 2019 rolled out the sports live streaming feature to all its South African customers.

When it was launched, the sport live-streaming capability on Showmax featured South Africa's games from the ICC Cricket World Cup and the SuperSport Rugby Challenge matches.

"Last week Showmax officially launched a new sport section, adding both pre-recorded and live sport content to its current line-up of TV series, movies and kids’ shows. The move into live streaming was a first for Showmax in Africa and featured all of South Africa’s games in the ICC Cricket World Cup. Today Showmax announced another round of live sport coverage – in this case football fans will get to see all of Bafana Bafana’s matches in the Africa Cup of Nations. South Africa are in Group D with Morocco, Ivory Coast and Namibia. Their campaign kicks off on 24 June at the Al Salam Stadium in Cairo, playing Ivory Coast."

New Showmax Sports section now shows the upcoming South Africa football matches that will be live streamed.

Racing ahead?

With the video streaming business being a tough one to compete in, offering sports live streaming could just be the main differentiator that helps Showmax race ahead of the likes of Netflix and Amazon Prime in Africa. Most video streaming services have similar catalogs of series and movies and very little differs between them with only exclusive content being the main differentiator.

The new sport section o Showmax includes a range of extended highlights from major sports events, popular magazine shows, and live-streaming, is available on all Showmax apps and platforms except for Apple TV, Xbox and PlayStation, and some smart TVs (support will be added for these in the coming months).

Undoubtedly one of the key metrics Showmax will likely be measuring after the introduction of the Sports section is how many new customers subscribe to their service in South Africa.

Despite the addition of sports live streaming, Showmax has kept its pricing unchanged.

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