Case Study: Showmax achieves rapid growth and content-driven retention with Amplitude

How Showmax Used Data to Drive Growth Across 70+ Markets in Just Three Years

Showmax is a subscription video‑on‑demand service launched in South Africa in 2015 that has expanded into 70+ markets across Africa and Eastern Europe, targeting underserved entertainment regions. As each market proved unique, the product and growth teams needed fast, democratized access to behavioral data to understand new users, optimize funnels and content discovery, and make quick decisions to drive adoption and retention.

Showmax replaced its previous analytics tool with Amplitude to give central and local teams self‑service product analytics, mix variables flexibly, and drill into content usage. That insight revealed market-specific hits—most notably the Polish original movie Botoks, which drove a threefold subscription spike—informing content investments that significantly increased engagement, retention and confident market expansion.

Showmax

Barron Ernst

Chief Product Officer