Netflix's Canal deal signals a pivot from platform dominance to partnership, unlocking scale and local reach in Africa's competitive streaming market. As Showmax surges ahead, collaboration may be Netflix's best shot at regaining ground.
Netflix's new bundling deal with French media giant Vivendi SE's Canal is a strategic play to boost its African subscriber base as competition intensifies, particularly from homegrown platforms like MultiChoice-owned Showmax.
The deal integrates Netflix into Canal's pay-TV offering across 24 Francophone African markets. It will allow the U.S. streaming leader to bypass longstanding hurdles around broadband access, payment friction, and brand visibility while gaining instant reach via Canal's 8 million subscriber network.
According to industry experts, the deal means not just a more streamlined user experience for Canal subscribers, who will access the Netflix platform via their existing subscription without the need for a new log-in, but also potential for Netflix to invest more in productions from the region.
"If the numbers work out, this could very well motivate Netflix to put more money into local content from the region," according to Marie Lora-Mungai, a media entrepreneur and investor in Africa's creative industries.