Showmax's Tyla event livestream to test Africa’s streaming future

Bonface Orucho, bird story agency

The live streaming of Tyla's homecoming event on Showmax on Saturday (January 18) symbolizes a major shift in both the streaming and creative industries in Africa, according to academics and industry insiders.

Tyla Laura Seethal, known simply as Tyla, is a 22-year-old South African singer who has claimed 24 awards from 77 nominations, including a historic 2024 Grammy win making her the youngest African soloist to be feted. Recognized by Billboard and celebrated globally, she’s hosting a homecoming event this Saturday, January 18, in Pretoria, South Africa, before kicking off her nationwide tour.

In a press statement on January 10, Showmax announced that “fans in 44 African countries can watch… Tyla perform live from the SunBet Arena, Pretoria, exclusively on Showmax.com.”

According to Arnold Mwanzia, a music lecturer at the Kabarak University in Kenya and Jazz musician, by Showmax showcasing talents like Tyla’s event, live, “the continent takes a step towards reducing reliance on external players.”

"Netflix has tested live-streaming global events, but challenges mean it might take time before these innovations reach our markets. That’s why I’m thrilled to see an African streaming platform stepping in early with its large audience. This ensures we won’t be playing catch-up—we’ll learn our lessons and grow alongside global players," he said during a call.

Last month, Netflix streamed a boxing match between Mike Tyson and Jake Paul, one of a handful of live-streamed events it has recently undertaken, including Chris Rock's comedy special and the Love Is Blind Season 4 Live Reunion—an indication of the growing focus on the live-streaming market.

However, Showmax highlights that Tyla’s homecoming event positions it as “Africa’s first streaming service (SVOD) to live stream a homegrown concert.”

The Multichoice-owned platform has made remarkable strides in recent years, establishing itself in Africa’s streaming market and challenging global giants like Netflix.

Innovative offerings, like streaming Premier League matches over-the-phone, have fueled the platform’s rapid expansion. Since its February 2024 relaunch, the paying subscriber base has surged by 50% year-on-year, highlighting the rising appetite for local content.

According to Yatish Narsi, Showmax’s chief marketing officer, Tyla’s homecoming event will spotlight its cutting-edge live-streaming technology powered by Peacock—the same platform behind the NFL Wild Card’s record-breaking 16.3 million simultaneous streams.

Industry research shows that live streaming unlocks significant opportunities for creators, particularly musicians, by connecting them to global audiences and fostering diverse collaborations. A 2022 report by Concert SA, a live music support program in South Africa, features a range of benefits for creators.

“Respondents reported a range of benefits from streaming activities - mainly increased audience numbers (33%) and increased exposure (22%). Other reported benefits include potential for revenue, knowledge generation, ease of doing business and audience engagement. Only 9% of respondents reported no benefits,” the authors outline results from a survey on musicians.

Tyla has showcased Africa's creative brilliance with her 2024 debut album Tyla, which has amassed over 1.6 billion streams. Dubbed the "Queen of Popiano," a blend of pop music and Amapiano, the 22-year-old has earned major accolades, including wins at the BET Awards, MTV Music Video Awards, and Grammys.

In November 2024, she cemented her global success with triple wins at the MTV Europe Music Awards, claiming Best Afrobeats, Best R&B, and Best African Act.

In the past, ‘Water’ has also earned her a 3X platinum certification from the Recording Industry Association of America (RIAA), signifying over three million units sold in the U.S.—a feat achieved by only a select few international artists.

The song’s performance in other markets has been equally exciting, including multi-platinum in South Africa, double platinum in Canada, and platinum in Australia, New Zealand, and Ireland. The song has also gone gold in the UK, France, and multiple European countries, underscoring its universal appeal.

Although Tyla's music has achieved significant success on international charts, her impact and appeal among South African fans has been relatively modest. According to the Official South African Charts, the country's primary platform for tracking music rankings, Tyla has appeared on the national charts only three times across both national and international categories, with her highest position being number 8.

In a 2023 post on X, South African entertainment commentator Phil Mphela pointed out the relatively low support for Tyla from her home fans, writing: “As we close out 2023, I can’t believe South Africa denied Tyla the number ONE spot… Her song topped the charts in several countries, including the Maldives (can you believe that), but not in Mzansi.”

This gap reflects a broader industry challenge that could be addressed through strategic partnerships with homegrown streaming platforms like Showmax, which have the potential to amplify local artists' visibility and support within their own markets.

“If creators can work around event sponsorships to cut overhead hosting costs, live shows is the way to go so that there is a connection between the creator of content and their fanbase,” Mwanzia explained.

Projections by PwC show that creator hubs like Nigeria, Kenya, and South Africa are set for a streaming boom, for both live and digital shows. In Nigeria, music streaming is expected to be the fastest-growing revenue segment by 2026, with a 12.6% annual growth rate poised to more than double revenues within this period.

bird story agency