Zambia’s streaming market takes tentative steps – While South Africa enjoys a content boom (see Mar 2026 update) fuelled by readily available internet and affordable data, Zambia’s streaming market is still finding its feet. Jukwa explores the factors shaping the Zambian streaming landscape, a market with immense potential but significant hurdles to overcome.
Data costs still hinder growth
Internet penetration in Zambia remains a significant obstacle. According to DataReportal’s Digital 2026 report, just 33% of Zambia’s 22 million population were online by late 2025. That leaves roughly 14.8 million people offline.
This limited access is compounded by data costs that remain high relative to local incomes. A 2GB mobile data plan costs around $2.15 (ITU figures). That sounds modest until you consider that nearly 60% of the population lives below the poverty line. For context, 2GB is roughly enough to stream a single HD film, making regular video consumption impractical for many Zambians.
Mobile first, and mobile only
Despite these connectivity challenges, mobile adoption is strong. GSMA Intelligence data shows 19.9 million cellular connections in Zambia at the start of 2025. Over 90% are now on broadband-capable networks (3G, 4G or 5G).
The country’s median age is just 17.9. The next generation of consumers is growing up with smartphones as their primary screen. This mobile-first reality is shaping how streaming services approach the market. Showmax, for instance, offers mobile-only plans at lower price points, recognising that for most African viewers the phone is the television (again, see Mar 2026 update).
The streaming landscape takes shape
The competitive picture in Zambia has shifted considerably. Netflix has been available since 2016 and continues to invest in African content. It recently announced a partnership with CAF to stream AFCON highlights across sub-Saharan Africa.
But the bigger story is Showmax, which has overtaken Netflix as the most popular streaming platform in Africa. Showmax is the streaming arm of MultiChoice, South Africa’s dominant pay-TV company (DStv, GOtv, SuperSport). MultiChoice was acquired by French media giant Canal+ in a $3 billion deal completed in October 2025. The combined Canal+/MultiChoice group now serves over 40 million subscribers across nearly 70 countries.
Showmax is bolstered by partnerships with Comcast, NBC and HBO. Canal+ also brings 4,000 hours of African content in up to 15 languages. Together, they offer a depth of local understanding that global rivals struggle to match. Local platforms like Zamtel Play serve Zambian audiences directly. YouTube remains the default free video platform for millions. Amazon Prime Video, by contrast, has scaled back its African ambitions and halted original content commissioning for the region.
The Starlink factor
One development that could reshape the equation is Starlink. SpaceX’s satellite internet service launched in Zambia in late 2023. It offers speeds of 40 to 220 Mbps at around $32 to $46 per month.
That price point puts it well beyond mass-market reach. However, it is already transforming connectivity for businesses, NGOs and wealthier households in areas where terrestrial infrastructure simply does not exist. The broader significance is competitive pressure. As satellite services drive down the cost of connectivity in rural areas, traditional mobile operators may be forced to respond. More competitive data pricing could follow.
The road ahead
The future of Zambia’s streaming market hinges on three things: cheaper data, better infrastructure and compelling local content.
On the infrastructure front, the World Bank’s $100 million Digital Zambia Acceleration Project (DZAP) aims to expand broadband and last-mile connectivity. Government policy through ZICTA has already helped double mobile internet adoption from 18% to 35% between 2015 and 2021. This progress earned Zambia a GSMA Government Leadership Award nomination.
The content question is equally important. As Netflix and Showmax compete for African audiences, investment in original African storytelling is growing. Netflix’s 2026 African slate includes productions from Nigeria, South Africa and Ghana, but Zambian voices remain underrepresented.
Stay tuned
Zambia’s streaming market is still in its early stages, but the ingredients for growth are falling into place. A young, mobile-first population. Improving infrastructure. Satellite competition putting pressure on data prices. Growing investment in African content. All point in the right direction.
The question is not whether Zambia will stream. It is when the economics will make it accessible to the majority.