The shutdown of Showmax in South Africa highlights how media companies are being reshaped by technology and AI. Production studios, post-production houses, and content providers are adjusting workflows, adopting AI tools for editing, transcription, music production, and news summarisation, and rethinking business strategies to stay competitive.
Similar trends have affected print media, with companies like Media24 moving operations online and closing most of their newspapers.
While AI improves efficiency and reduces costs, it also forces media businesses to rethink traditional workflows and invest in new digital processes.
“AI tools are transforming the invisible layers of media production,” said Owen Williams, co-owner and director at media consultancy Intimedia. “Roles in coordination, editing, or post-production may be absorbed by software unless companies adapt their operations and integrate AI into their workflows.”
Local production and employment under pressure
Adelaide Moeng, camera operator and the founder of MoviesAndStuffSA, reflected on the impact on local productions,
“One thing we really appreciated about Showmax was that it was a commissioning platform for original local series and films. It gave us shows like Adulting, The Real Housewives of Durban, The Wives, and other films. The bigger issue is the stopping of funding for local productions. We’re not sure where these old productions will move; my suspicion is DStv and other streaming platforms. Hopefully, it does not compromise local production companies, including camera operators, makeup artists, and scriptwriters.”
“For now, there’s no word on when Showmax will officially close. Showmax was affordable for locals, and the DStv apps may not be. Fingers crossed it doesn’t negatively affect local productions,” Moeng added.
“With Showmax shutting down, many of us in production are worried about what comes next. We don’t know if the jobs will move to other platforms or if our skills will still be needed. AI is changing some of the processes we used to handle manually. While it helps speed up work, it also means some roles could be reduced. We just hope there’s support to transition and adapt,” said Sipho Dlamini, a camera operator who worked on several Showmax originals.
Streaming shifts reshape media businesses
The closure of Showmax in South Africa reflects wider pressures on media companies to stay profitable and efficient. Streaming platforms and production studios are consolidating, investing in technology, and adopting AI tools to streamline content creation, scheduling, and post-production. Companies without the scale or technological efficiency risk losing market share or having to restructure their operations.
Industry experts say the closure reflects a wider trend: streaming platforms are consolidating, focusing on profitability, and investing in technology to scale efficiently.
“The streaming industry is shifting from rapid growth to sustainable economics. Content costs are rising, and platforms without scale or technological efficiency struggle to survive,” said Leslie Adams, a connected TV and streaming analyst.
AI drives business transformation in media
Globally, AI is being embedded into media production, and South African production companies are increasingly using it for editing, scheduling, visual effects, and news summarisation. This helps businesses lower production costs, speed up timelines, and scale operations efficiently.
At the same time, AI requires companies to rethink traditional processes. Studios and post-production houses must integrate AI into workflows, train staff, and develop new services to remain competitive. Companies that embrace AI-driven workflows, digital tools, and updated business models are better positioned to stay profitable and meet market demands, while those that fail to adapt risk inefficiencies, higher costs, or losing relevance in a rapidly changing industry.
