Manny Ita –
Prominent media entrepreneur Mo Abudu has called on Nigerian creatives to take greater control of their digital distribution channels following the announcement by MultiChoice Group that it will shut down its streaming platform Showmax as part of an ongoing strategic review of its digital operations.
The announcement has triggered widespread reactions across Nigeria’s film and television industry, with producers, filmmakers and content creators expressing concern about the implications for the distribution of African content and the broader future of local streaming services.
MultiChoice confirmed that the decision was taken after an internal review aimed at restructuring its streaming business to adapt to the rapidly evolving global digital entertainment market. The company said the move forms part of a broader strategy to streamline operations and reassess its approach to digital content delivery across Africa.
Showmax had emerged over the past decade as one of the continent’s most visible streaming platforms, hosting a growing catalogue of African films, television series and original productions. For many Nigerian producers, the platform represented a key outlet for monetising locally produced content and reaching audiences both within Africa and internationally.
Reacting to the development, Mo Abudu, founder of EbonyLife Media, urged stakeholders in the Nigerian creative industry to view the moment as a wake-up call for greater ownership of distribution infrastructure.
“No one is coming to save us. We must build, invest in and own the platforms that carry our stories to the world,” Abudu said in a statement addressing filmmakers and digital creators.
According to her, reliance on foreign-owned distribution platforms exposes African storytellers to sudden disruptions whenever corporate strategies change.
“Our stories are powerful, our talent is undeniable, but if we do not control the platforms that distribute our content, we will always remain vulnerable to decisions made elsewhere,” she added.
Abudu also emphasised the need for stronger collaboration among filmmakers, technology entrepreneurs and investors to create sustainable digital platforms capable of supporting African storytelling at scale.
Industry analysts say the shutdown of Showmax could reshape the streaming landscape across the continent, particularly in Nigeria where the film industry, widely known as Nollywood, produces thousands of films annually and increasingly relies on digital platforms for distribution.
Over the past few years, Nigerian productions have gained greater global visibility through streaming services, allowing filmmakers to reach audiences beyond traditional cinema markets.
However, analysts note that the closure of a major regional platform like Showmax could temporarily reduce distribution opportunities for local producers unless new platforms or partnerships quickly emerge.
Some industry stakeholders have echoed Abudu’s call, arguing that the moment presents an opportunity for African investors and technology companies to develop homegrown streaming platforms tailored to the continent’s unique market conditions.
They also point to Nigeria’s large population, expanding internet penetration and growing digital entertainment demand as factors that could support the growth of locally owned streaming services.
Despite concerns within the industry, media executives say the Nigerian creative sector remains resilient and capable of adapting to changes in the global entertainment market.
Abudu expressed confidence that Nigerian creatives possess the talent and entrepreneurial capacity to build platforms capable of competing internationally if they work collectively and invest in long-term digital infrastructure.
“This is the time for bold thinking and collective action. If we truly believe in the value of our stories, then we must also believe in our ability to build the platforms that will carry them forward,” she said.
