Paramount+ Expands into Africa with MultiChoice Partnership

The streaming landscape in Africa is set to undergo a significant transformation as US entertainment behemoth Paramount enters a groundbreaking partnership with African pay-TV operator MultiChoice. This collaboration heralds the launch of the Paramount+ streaming service across the continent, extending the reach of Paramount Global's vast content library.

Paramount Global, which emerged from the merger of renowned media entities Viacom and CBS, has been actively expanding its online video streaming service, Paramount+. The recent licensing agreement, announced on Monday, is poised to establish a “branded destination” for Paramount+ within MultiChoice's ecosystem.

Planting its flag on the African soil through this deal, Paramount+ embodies Paramount Global's ambition to disseminate its brand globally, adapting to diverse markets by crafting localized, direct-to-consumer approaches and licensing arrangements. This strategy leverages partnerships and branded settings to tailor its services to regional audiences.

MultiChoice, no stranger to content curation and distribution, is stepping up its game in the digital space. Bolstered by recent acquisition interests from companies like Canal+, it has fortified its mission to reign as the continent's premier gateway to streaming media. This alliance with Paramount+ is a testament to MultiChoice's commitment to delivering a singular, comprehensive streaming experience to its customers. It follows the footsteps of a revamped Showmax, amplified by NBC Universal's technology, and a roster of partnerships with prominent players like Netflix, Amazon Prime Video, HBO, Disney, and now Paramount.

Historically, MultiChoice has had a long-running association with Paramount, featuring its content on DStv. This pre-existing relationship lays the groundwork for an even richer offering through Showmax and potentially dedicated channels or sections on DStv Now. This format mirrors similar branded services that Paramount has successfully established in other international markets like Greece, Belgium, the Philippines, and India.

The strategic collaboration assures subscribers of diverse content from CBS, Paramount+ Originals, Showtime, and Paramount Pictures. As Paramount works to bolster its portfolio, Lisa Kramer, in her capacity as the president for international content licensing at Paramount Global content distribution, highlights the move as an enhancement of their long-standing rapport with MultiChoice. This presents a singular destination where African audiences can immerse themselves in favored shows and explorations of new blockbuster titles.

The implications of this partnership are profound for the African market. With MultiChoice at the helm, boasting 22-million subscribers across 16 countries, the Paramount+ integration is paramount to shaping the future of content consumption on the continent. It's an endeavor that prioritizes both accessibility and quality entertainment, setting the stage for a transformative entertainment experience for millions of viewers.