Streaming service Showmax has integrated Airtel Money into its checkout process, allowing Kenyan subscribers to pay for memberships directly from their mobile wallets.
The integration, announced today, attempts to lower the friction of recurring payments in a market where credit card penetration remains low compared to mobile money adoption. While M-PESA has long been a staple for such transactions, this move specifically targets Airtel Kenya’s subscriber base, offering them a native way to handle subscriptions without relying on third-party aggregators or cards.
Easing the Payment Friction
For streaming platforms in Africa, the biggest hurdle isn’t just content delivery—it is payment collection. By integrating directly, Airtel Money is positioning itself as a viable utility for digital entertainment, rather than just a peer-to-peer transfer service.
Anne Kinuthia-Otieno, Managing Director of Airtel Money Kenya, framed the partnership as a strategy to “simplify digital lifestyles,” effectively acknowledging that the harder it is to pay, the less likely users are to renew.
“We are providing a smooth and reliable payment experience that delivers a fast, safe, and convenient way for customers to stay connected and entertained,” Kinuthia-Otieno stated.
This comes at a critical time for Showmax, which falls under the MultiChoice Kenya umbrella (now a CANAL+ company). With competition heating up from Netflix and Prime Video, removing payment barriers is essential. Nzola Miranda, Managing Director at MultiChoice Kenya, noted that the partnership covers all tier options, including Showmax Entertainment, Showmax Entertainment Mobile, and the dedicated Showmax Premier League Mobile plan.
How it works
The integration allows for new subscriptions, renewals, and account activation directly on the web interface. The process removes the need for USSD codes or bill numbers, triggering a push prompt to the user’s phone instead.
Here is the setup process as outlined in the update:
- Navigate to the Showmax website and select Sign Up.
- Choose your preferred subscription plan.
- When prompted for payment, select Airtel Money.
- Input your Airtel mobile number.
- Enter your Airtel Money PIN on your phone to approve the transaction.
The Bigger Picture
This partnership highlights the ongoing segmentation of Kenya’s mobile money market. Since separating from its parent telecommunications company in 2022 to become a standalone Payment Service Provider (PSP) regulated by the Central Bank of Kenya, Airtel Money has been aggressive in building its own ecosystem of merchant payments.
For MultiChoice, it broadens the funnel. The company, which has operated in Kenya since 1995 as a joint venture with the KBC, currently broadcasts via DStv and GOtv, but its streaming arm, Showmax, is the primary vehicle for future growth. Ensuring that Airtel’s network of users can pay as easily as Safaricom’s users is a necessary step in that expansion.
