ShowMax, a South African video streaming service, has now started in Poland, Quartz reported on Thursday.

The service is owned by Naspers, Africa’s largest media company. It will offer original Polish content, including local TV shows and most sought-after movies by Polish directors.

ShowMax says that it is cheaper to focus on local needs instead of producing hugely expensive shows, such as House of Cards, tailored for a large global audience.

A market of 38 million people

ShowMax’s new venture in Poland proves that Naspers not only wants to defend its African market but also aims to compete globally against the video streaming dominant player, Netflix.


YuzzitPro showmax video streaming

“This is a big deal for us, especially coming just 18 months after we launched ShowMax”, said ShowMax’s CEO John Kotsaftis. “With more than seven million people paying for online video in Poland and an overall population of more than 38 million, this is an exciting market.”

“The key to success, however, is catering for local needs”, he added in a press release. “To deliver on this and be close to the market, we chose to set up operations in Warsaw, headed up by a respected Polish pay-TV and internet TV pioneer. This team is aggressively developing a strong portfolio of local content including commissioning original productions.”

Read Quartz’s article