ShowMax looks like it’s upping the ante in its battle with competitors for the hearts and wallets of streaming media subscribers in Kenya.

The Naspers-owned video on demand service has announced a partnership with major pan-African data service provider SEACOM to bring faster service to East African consumers. The deal means that SEACOM will host ShowMax caching servers in Nairobi.

“The net effect of placing caching servers in Nairobi is that customers can pull video content from much closer to home, which means faster response time and less buffering, says ShowMax Head of Distribution Mike Raath.

“This move also lays the groundwork for further expansion in East Africa as we continue to rollout ShowMax in new countries.”

Those customers who have been battling with long buffering times will also see lower costs to local ISPs.

“By peering with local ISPs, [consumers will] now be able to get ShowMax content directly rather than having to pay transit costs from servers based thousands of kilometres away,” Raath says.

“This is yet another way we’re working to make sure that ShowMax is the internet TV service listening to the needs of consumers and partners in Africa.”

The SEACOM partnership is the latest addition to ShowMax’s Kenyan service. Back in October last year, the it announced that consumers in that country would have a two-tier subscription offer.