The Showmax 2.0 Dilemma: Content Rights and Missing Shows

A few years ago, I wrote about the Showmax rebrand and replatforming, discussing the changes that came with the overhaul. Now, I think it's time to dive into a major issue I have with the platform—content rights and missing shows.

Don't get me wrong—I like the new color scheme and improved app experience. The interface is much better than the previous version, and overall, it feels more modern. However, there's a big problem with how Showmax is handling exclusive content and licensing deals.

The NBC, Sky, and CBS Deals – A Missed Opportunity?

Showmax has agreements with NBC and Sky, which allow them to get shows from those platforms first. That’s a solid deal, as it ensures a steady stream of fresh content. Later, they announced another deal with CBS, which sounded like a game-changer. But since their relaunch last year, things haven't played out as expected.

For some reason, the Showmax team hasn’t fully leveraged these deals. Instead of ensuring that all major NBC, Sky, and CBS shows are available first on Showmax, they appear to be letting DStv take priority. This wouldn’t be an issue if Showmax was still a DStv add-on, but in an era where streaming dominates, exclusivity should be a top priority.

Where Are the Big Shows?

Here’s a prime example of the licensing confusion:

Tracker – In the US, it airs on CBS, but in South Africa, it's available on Disney+, not Showmax.

Matlock (CBS reboot) – We're halfway through the season in the US, yet there’s no sign of it on Showmax.

Chicago Fire &  Chicago PD – Only the latest seasons are on Showmax, while earlier seasons remain unavailable. This makes no sense because streaming is all about binge-watching—why only offer new seasons without the old ones?

We also do not have any of the NCIS shows thay are from CBS. 

Showmax vs. the Competition

Showmax seems slow to act, allowing competitors to secure rights to shows that should be on its platform first. Whether it’s licensing delays or a strategic choice to push content to DStv first, it's frustrating for users who expect a true streaming-first experience.

One area where Showmax does dominate is HBO and Max content. They consistently offer Express from the US releases for shows like House of the Dragon. However, even in this category, there are gaps—for instance, The Pitt which is a new Max medical drama that has been getting a lot of buzz overseas isn’t available on Showmax yet.

Final Thoughts

Showmax has the potential to be a top-tier streaming service in Africa, but it needs to fix its content strategy. If they truly want to compete with Netflix, Disney+, and Prime Video, they can’t afford to delay major shows or let competitors snatch up content that should be theirs by default.

The deals with NBC, Sky, and CBS are great—but only if they actually take advantage of them. Until then, users will keep wondering why some of their favorite shows are nowhere to be found.

What do you think? Have you noticed these content gaps on Showmax? Let’s discuss in the comments!