Traditionally recognized for its extensive library of scripted shows and films, Netflix has recently ventured into the realm of live sports streaming. What started as a cautious foray has quickly expanded, with the platform now securing rights to major live events, sports documentaries, and exclusive exhibitions.
Netflix’s initial move into sports involved an exclusive three-year agreement to stream select NFL games beginning in 2024. Additionally, the company locked in a decade-long exclusive global deal for WWE‘s flagship weekly wrestling programs, including marquee events like NXT and SmackDown. By early 2025, Netflix had also secured exclusive streaming rights for the 2026 MLB season opener, part of a lucrative three-year contract valued at over $220 million.
These sports streaming ventures have generated significant short-term subscriber growth and viewership surges, demonstrating live sports’ power to attract diverse and younger audiences. But how might Netflix’s sports streaming strategy unfold in a continent like Africa?
In Africa, sports-particularly football-hold immense cultural significance, serving as a unifying force across nations and communities. The demand for sports content is rapidly rising, with football alone accounting for approximately 70% of all sports viewership on the continent.
Despite the booming streaming market in Africa, which boasts over 560 streaming platforms and forecasts predicting 17 million users in South Africa by 2029, delivering sports content remains a complex challenge. High broadcasting rights fees and diverse regional preferences complicate the landscape.
Historically, the African sports streaming sector has been dominated by a handful of key players, with MultiChoice‘s DStv and SuperSport leading the charge. These platforms hold exclusive rights to premier competitions such as the UEFA Champions League and the English Premier League.
Netflix’s Prospects for Live Sports Streaming in Africa
Since 2016, Netflix has invested around $175 million in sub-Saharan Africa, with South Africa receiving 71% of this investment. However, the majority of this funding has been directed toward scripted content rather than sports. Netflix currently commands roughly 33.5% of Africa’s streaming market with about 1.8 million subscribers in sub-Saharan Africa, while MultiChoice maintains a leading 39% market share.
Introducing live sports streaming in Africa could significantly enhance Netflix’s market position, subscriber base, and competitive advantage in a rapidly expanding Subscription Video on Demand (SVOD) market. This market is projected to grow from $3.04 billion in 2025 to $4.58 billion by 2030, with an annual growth rate of 8.54%.
Netflix’s entry into African sports streaming represents a largely untapped opportunity. Leveraging its existing market share, the platform could disrupt MultiChoice’s longstanding dominance and reshape the competitive dynamics in the region.
Techpoint Africa conducted interviews with users of Showmax, DStv, and GOtv, revealing that over half would consider switching to Netflix if it launched sports streaming services in Africa.
Benedict Neville, an avid fan of football and wrestling, shared, “If Netflix offered football, I believe many, including myself, would watch it there. Since they already stream WWE, adding more sports would definitely make me switch to Netflix.”
Some respondents humorously mentioned they would abandon both Showmax and DStv in favor of Netflix.
Others noted that their decision to switch would depend on specific factors. Chimgozirim Nwokoma, a passionate football follower, explained, “Price matters, but the variety of football leagues is crucial. Showmax only covers the English Premier League, but fans want access to multiple leagues. If Netflix could offer three or more leagues at a reasonable price, many would jump ship.”
For some sports enthusiasts, subscribing to Netflix solely for live sports might seem excessive, especially if the cost exceeds that of other platforms.
Ernest Ogbanefe remarked, “I wouldn’t subscribe to Netflix just for football. Other options work fine. However, if there was a pay-per-match or pay-per-day option, I’d consider it. Otherwise, a full subscription feels like overkill.”
Currently, MultiChoice dominates the African sports streaming market, with stream subscribers increasing by 38% since January 2025 and streaming revenue up by 48%. Showmax also reported a 44% year-over-year rise in active paying subscribers.
To effectively compete, Netflix might consider starting with select tournaments and regional African leagues, offering mobile-optimized, low-data streaming options or short-term passes for major matches to align with local viewing habits.
Live sports streaming requires minimal latency and reliable broadband, which can be a costly hurdle for Netflix subscribers. However, partnerships with telecommunications companies could alleviate these challenges, especially given the price sensitivity of African consumers.
James Torvaney, COO of Pulse and former CEO of Pulse Sports Africa, noted, “The audience for live sports differs from Netflix’s typical viewers. While there is interest, Netflix’s impact on Nigerian subscribers will be limited unless they address data costs and quality, possibly through telco partnerships that subsidize data for high-quality streaming.”
He also highlighted that MultiChoice faces challenges in the legal streaming market due to high costs, poor data quality, low consumer spending, and the prevalence of free alternatives.
MultiChoice and SuperSport have held exclusive rights to Africa’s most lucrative sports properties-such as the English Premier League, UEFA Champions League, and Rugby-for over a decade. Netflix would need to invest heavily to acquire these rights or settle for less popular leagues.
Nonetheless, African viewers can currently access Netflix’s sports documentaries like Sprint (Track & Field) and Full Contact (Boxing) across sub-Saharan Africa, including countries like South Africa, Nigeria, and Kenya, through standard plans priced around $9 per month in South Africa.
If Netflix manages to secure rights to major leagues like the EPL or CAF competitions and offers competitive pricing, it could capture 20-30% of Africa’s sports streaming audience by 2028. This would erode MultiChoice’s advantage amid a 10% decline in pay-TV subscriptions. Netflix’s global reach and technological capabilities would particularly resonate with urban youth, though a full market takeover remains unlikely in the near term.