African Magic
African Magic is MultiChoice Group's multi-channel African entertainment brand, operating seven pay-TV channels on DStv and GOtv that distribute original Yoruba, Hausa, Igbo, and English content — including Big Brother Naija, Tinsel, and The Johnsons — to Nigerian and Sub-Saharan African subscribers via bundled subscriptions and streaming.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount11–50
- GTM typeB2C
- OfferingServices
What African Magic does
African Magic is a multi-channel African entertainment brand and wholly-owned subsidiary of MultiChoice Group, producing and distributing original African-language and English-language content across seven dedicated pay-TV channels on DStv and GOtv. The channel portfolio is structured by language and genre: AM Showcase (Ch. 151, premium entertainment and Big Brother Naija events), AM Epic (Ch. 152, drama/action), AM Family (Ch. 154, family-oriented sitcoms), AM Hausa (Ch. 156), AM Yoruba (Ch. 157), AM Igbo (Ch. 159), and AM Urban (Ch. 153, lifestyle/reality/talk). Core programming includes long-running dramas (Tinsel, Season 18; The Johnsons, Season 11, 1,500+ episodes), comedies (My Flatmates, My Siblings And I), reality franchises (Big Brother Naija Season 11 'Show Ya Sef', Judging Matters, Our Perfect Wedding Nigeria, Overall Best), and talk shows (Off Air, With Chude). The flagship Big Brother Naija franchise is supported by an interactive voting platform (Show Ya Sef) enabling participatory viewer engagement.
The business model is subscription-driven via MultiChoice's pay-TV ecosystem: Africa Magic channels are bundled into DStv (global/premium) and GOtv (regional/mid-market) subscription packages, and content is also distributed through Showmax (MultiChoice's OTT streaming platform), DStv Stream, GOtv Stream, and companion mobile apps (MyDStv, MyGOtv). Revenue is therefore indirect, captured at the MultiChoice group level through recurring subscription fees and engagement-driven viewership that supports subscriber acquisition and retention. The audience is primarily Nigerian and broader Sub-Saharan African entertainment consumers seeking locally produced, culturally relevant programming in English, Yoruba, Hausa, and Igbo — a market segment underserved by global streaming platforms. The brand does not publish standalone revenue, and no independent funding, M&A activity, or AI capability disclosures are present in the source material.
African Magic firmographics
Firmographics- Name
- African Magic
- Legal name
- African Magic
- Website
- https://africamagic.dstv.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- African Magic is MultiChoice Group's multi-channel African entertainment brand, operating seven pay-TV channels on DStv and GOtv that distribute original Yoruba, Hausa, Igbo, and English content — including Big Brother Naija, Tinsel, and The Johnsons — to Nigerian and Sub-Saharan African subscribers via bundled subscriptions and streaming.
- Ownership category
- akta.pro rank
African Magic industry classification
Industry- Product category
- Pay-TV Entertainment Channels
- NAICS
- Amusement, Gambling, and Recreation Industries (713), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), All Other Amusement and Recreation Industries (71399)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Motion Picture Theaters (7830)
- akta.pro primary industry
- Cultural & Heritage Entertainment Booking (Traditional/Folk Acts) (HSACAHAG)
- akta.pro secondary industries
- Circus, Magic & Variety Shows (THAJAFAH), Graphics, Branding & Character Generation (CG) (MPAHAKAF)
Keywords
African Magic business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Pay-TV Subscription Revenue: Revenue generated through MultiChoice's DStv and GOtv subscription platform. Content is broadcast across dedicated Africa Magic channels, with viewer engagement driving subscription value.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
African Magic product offering
Product offeringCore offering
African Magic is a portfolio of seven dedicated African entertainment television channels (AM Showcase, AM Epic, AM Family, AM Hausa, AM Yoruba, AM Igbo, and AM Urban) operated under the MultiChoice Group and distributed to subscribers via DStv and GOtv pay-TV platforms, with streaming availability through DStv Stream and GOtv Stream. The channels broadcast locally produced African content including dramas, comedies, reality television such as Big Brother Naija, and talk shows targeted at diverse language and cultural audiences across the continent.
Product overview
African Magic is a multi-channel African entertainment platform under MultiChoice offering linear TV channels (AM Showcase, AM Epic, AM Family, AM Urban, AM Hausa, AM Yoruba, AM Igbo) and streaming services (DStv Stream, GOtv Stream). The platform distributes original African content including dramas (Tinsel, The Rishantes, Wura, Covenant, Itura), comedies (My Flatmates, The Johnsons, Comedy Nites, My Siblings And I), reality competitions (Big Brother Naija), talk shows (Off Air, With Chude), and wedding/lifestyle programming (Our Perfect Wedding Nigeria). Viewers engage through companion apps (MyDStv, MyGOtv) and voting platforms (Show Ya Sef for BBN). Content spans seven language-specific and genre channels reaching audiences across DStv, GOtv, and streaming platforms.
Differentiator
Problem solved
Functional benefit
Brands
- AM Showcase: General entertainment channel featuring dramas, reality shows, and movies
- AM Epic
- AM Family
- AM Hausa
- AM Yoruba
- AM Igbo
- AM Urban
- Big Brother Naija
Products and services
- AM Showcase Flagship African Magic entertainment channel delivering premium African dramas, comedies, and general entertainment programming to pay-TV subscribers across Africa.
- AM Epic African Magic entertainment channel focused on epic African storytelling and long-form drama content for DStv and GOtv subscribers.
- AM Family Family-oriented African Magic entertainment channel offering programming suitable for household viewing across DStv and GOtv platforms.
- AM Hausa Hausa-language African Magic entertainment channel delivering dramas, comedies, and cultural programming to Hausa-speaking audiences in West Africa via DStv and GOtv.
- AM Yoruba Yoruba-language African Magic entertainment channel delivering Yoruba-language dramas, comedies, and cultural programming to subscribers in Nigeria and the diaspora via DStv and GOtv.
- AM Igbo Igbo-language African Magic entertainment channel delivering Igbo-language dramas, comedies, and cultural programming to subscribers in Nigeria and the diaspora via DStv and GOtv.
- AM Urban Urban-focused African Magic entertainment channel delivering contemporary entertainment, lifestyle content, and reality television such as Big Brother Naija to younger African audiences via DStv and GOtv.
Companies that use African Magic
Customer profileSegments2 records
Ideal customer profiles1 record
African Magic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
African Magic partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- MultiChoice (DStv/GOtv)coreAfrica Magic operates as part of the MultiChoice Group, with its content distributed exclusively through DStv and GOtv pay-TV platforms. Africa Magic channels are bundled into MultiChoice's subscription packages, making Africa Magic content a key driver of subscriber acquisition and retention for MultiChoice.
- ShowmaxminorAfrica Magic content is available for streaming on Showmax, MultiChoice's streaming platform, allowing viewers to catch up on full seasons of their favorite shows. The partnership expands Africa Magic's reach beyond traditional pay-TV to on-demand viewing.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
African Magic competitors and assessment
Company assessmentDirect peers
- Showmax: MultiChoice's streaming platform that distributes Africa Magic content alongside other African and international programming. Operates the same content portfolio across on-demand, directly competing with Africa Magic's parent-owned streaming distribution channels.
- StarTimes: Chinese-backed pan-African pay-TV operator that competes directly with MultiChoice/DStv and offers its own channel portfolio including local language African content. Represents the most direct competitive threat to Africa Magic's distribution and audience reach across Africa.
- EbonyLife TV: Nigerian-owned premium entertainment channel producing original African drama series and lifestyle content. Directly competes with Africa Magic for premium African content audiences and talent, with similar focus on high-production Nigerian drama franchises.
Broad incumbents
- BET Africa: ViacomCBS-owned entertainment channel focused on Black entertainment across Africa, distributed via DStv and other platforms. Competes with Africa Magic for urban African audiences with reality TV, music programming, and drama content.
- MTV Base Africa: ViacomCBS-owned music and youth entertainment channel broadcasting across Africa. Targets similar urban youth demographics as Africa Magic Urban with music programming, reality shows, and lifestyle content on DStv and other pay-TV platforms.
- Zee World: Pan-African entertainment channel from Zee Entertainment (India) distributed via DStv and other platforms across Africa. Offers competing entertainment content with similar multi-language strategy (Hindi-dubbed Bollywood content) targeting African pay-TV audiences.
- Netflix Africa: Global streaming giant actively commissioning and licensing African original content (e.g., Queen Sono, Blood & Water). Represents the largest competitive threat to Africa Magic's regional content moat as streaming becomes the primary entertainment channel in Africa.
Regional players
- Africa24: Pan-African news and entertainment channel broadcasting across Francophone and Anglophone Africa. Operates as a multi-language African content channel similar to Africa Magic's model, competing for the same regional audiences across different territories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
African Magic social profiles
Digital presenceAfrican Magic financial estimates
Financial estimateRevenue estimate
Valuation estimate
African Magic leadership team
Management profileNumber of profiles
African Magic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
African Magic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about African Magic
What does African Magic do?
African Magic is a portfolio of seven dedicated African entertainment television channels (AM Showcase, AM Epic, AM Family, AM Hausa, AM Yoruba, AM Igbo, and AM Urban) operated under the MultiChoice Group and distributed to subscribers via DStv and GOtv pay-TV platforms, with streaming availability through DStv Stream and GOtv Stream. The channels broadcast locally produced African content including dramas, comedies, reality television such as Big Brother Naija, and talk shows targeted at diverse language and cultural audiences across the continent.
Is African Magic a public or private company?
African Magic is a private company. It is classified as corporate owned and is currently operating.
When was African Magic founded?
African Magic was founded in -1. It employs 11 to 50 people.
How does African Magic make money?
One revenue line is on record: pay-TV Subscription Revenue.
Who are African Magic's main competitors?
Direct peers on record are Showmax, StarTimes and EbonyLife TV. Broad incumbents are BET Africa, MTV Base Africa, Zee World and Netflix Africa. Africa24 is listed as a regional player.
Does African Magic have an API?
No public API is recorded for African Magic.
What industry is African Magic in?
African Magic's product category is Pay-TV Entertainment Channels. Its primary akta.pro industry code is HSACAHAG, Cultural & Heritage Entertainment Booking (Traditional/Folk Acts), with a secondary code of THAJAFAH, Circus, Magic & Variety Shows. Its NAICS code is 713 and its SIC code is 7900.