There have been many studies exploring claims that South Africa—through its economic advancement and neo-liberal macro-economic policies towards the end of the third wave of globalisation (and the start of globalisation 4.0)—is a regional superpower, a pivot state, or subimperialist. While links have frequently been drawn between post-apartheid South Africa’s soft diplomacy approach to other African states and the dominance of South African-born multinational companies (MNCs), culturally and financially, in the continent, there has been very little scholarly research published on the topic of Showmax’s history and trajectory as one of the leading e-Video-On-Demand (eVOD) platforms available in Africa. The question at the heart of this investigation is: can South African media be characterised as subimperial? The study concerns itself with the period 2015–2025 March, using one of the African continent’s leading “over-the-top” (OTT) services, Showmax, as a case study. Showmax, 70% owned by South African multinational, Multichoice, and 30% by NBCUniversal, exhibits signs of subimperialism.