News of the departure of Netflix from Nigeria sent shockwaves across the entertainment industry, sparking speculation and concern. The shock, surprise, and even heartbreak on social media were astounding.
For many, the idea of Netflix abandoning Africa’s giant, a country whose stories it has championed globally, seemed inconceivable. For some, it’s the industry’s “bad behavior” reputation.
However, amidst the confusion and speculations, a clearer picture has begun to emerge. What truly transpired, and what does this mean for Nollywood and its audience?
What’s the Story?
The frenzy began when Kunle Afolayan, speaking at the 2024 Zuma Film Festival, shared that Netflix had canceled multiple Nigerian Originals in development. This revelation coincided with a wave of rumors and speculative reports claiming Netflix had “pulled out of Nigeria” due to economic instability, subscriber loss, and a struggling naira.
Adding fuel to the fire, headlines like “Netflix Leaves Nigeria” painted a grim picture, while others hinted at a broader retreat from Africa. For a country where Netflix has played a significant role in the creative sector, this was devastating news.
Further complicating matters, Victor Ohai, President of the Directors Guild of Nigeria, referred to Netflix’s recent Lights, Camera…Naija! celebration as a symbolic “last supper” for Nigerian filmmakers. He noted that Netflix had reportedly told frequent collaborators during the event that they would be scaling back acquisitions, commissioning, and funding of Nigerian content.
Fact Check: Did Netflix Leave?
The Facts
Netflix has categorically denied claims of exiting the Nigerian market. Through its public relations agency, Hill and Knowlton Strategies, the company issued a formal statement, which was covered by outlets like TechCabal and The Guardian.
Edafe Onoriode, Group Account Director at Hill and Knowlton Strategies clarified:
“We are not exiting Nigeria. We will continue to invest in Nigerian stories to delight our members”
However, there’s more to the story.
The Rumours
While Netflix remains present in Nigeria, there are elements of truth to the claims of a reduced presence. There are claims that platform has indeed scaled back its funding for Nigerian Originals, taking a more selective approach to commissioning new projects.
According to insiders, the company is adopting a more selective approach to commissioning local projects, citing economic challenges as a factor.
Kunle Afolayan revealed that while his film, Aníkúlápó secured additional seasons, many projects greenlit alongside his have been quietly cancelled. Similarly, filmmaker Kemi Adetiba’s upcoming project To Kill a Monkey might be among the last wave of Netflix Originals in Nigeria.
So, while Netflix is not leaving Nigeria, it is might be retreating in terms of its commitment to local content.
If the Rumours Were True, What Does This Mean for Nollywood?
While the facts indicate Netflix is not abandoning Nigeria, exploring the implications of such a scenario is still worthwhile. If Netflix were to fully exit the Nigerian market, here’s what it could mean:
1. Fewer Opportunities for Creators
For Nigerian filmmakers, Netflix provided a platform for global exposure and much-needed funding. Losing access to this platform would force many to seek alternative funding sources, which may not offer the same financial stability or creative freedom. While Kunle Afolayan’s Aníkúlápó series remains secure, projects without strong track records may struggle to find backing. Come to think of it, what would happen to Blood Sisters, Shantytown, etc.?
Kunle Afolayan summed it up:
“We’ve gone from earning millions in dollars with guaranteed funding to wondering where we’ll place our next film.”
2. Increased Risk of Over-Reliance on Foreign Platforms
Possibly, but we hope not. Victor Ohai highlighted the dangers of over-reliance on international platforms.
“We need to create our own distribution platforms,”
Ohai urged, pointing to YouTube as an imperfect but valuable option. Without locally developed alternatives, Nollywood risks becoming overly dependent on global platforms vulnerable to policy changes or economic downturns.
3. Challenges for Nollywood’s Global Reputation
Netflix’s departure could hinder Nollywood’s ability to maintain the production quality and global reach that its collaborations with the streaming giant have helped establish.
The Bigger Picture
Even in the absence of a full exit, if Netflix reduces funding, it poses significant challenges for Nollywood.
Inflation, a weakening naira, and high production costs have made Nigeria a challenging market for global companies. Netflix’s subscription price, ₦7,000 per month, remains out of reach for many Nigerians, contributing to its slower-than-expected subscriber growth.
In addition, subscription price hikes over the past year, ranging from 37% to 75%, have only exacerbated the platform’s challenges in Nigeria. Rising costs, coupled with dwindling purchasing power, have significantly impacted user
This isn’t the first time a major streaming platform has pulled back in Nigeria. Earlier this year, Amazon Prime Video scaled back its operations, citing similar challenges. Both companies have faced rising costs and subscriber challenges in a market where high data costs and limited internet access remain barriers.
Together, these moves highlight the precarious nature of international investment in Nigeria’s creative economy.
However, it’s not all doom and gloom.
Moving Forward
While reports of Netflix scaling down its investment remain speculative, they do not overshadow Nollywood’s significant strides on the platform. Titles like King of Boys, Shanty Town, and Blood Sisters have demonstrated the global appeal of Nigerian stories, ensuring that Nollywood remains a vital part of the streaming giant’s catalog.
For Nollywood to weather this storm, innovation and self-reliance will be key.
For creators, further collaborations with other international platforms and co-production agreements, such as the recent UK-Nigeria partnership, could provide alternative funding and exposure avenues.
For Nollywood, the industry must continue to innovate and improve production quality. It must also invest in infrastructure and build its own distribution channels to reduce reliance on foreign platforms.
Final Thoughts
The panic over Netflix’s supposed “exit” reflects a deeper truth: the Nigerian film industry is at a crossroads. While challenges like inflation and funding cuts loom large, Nollywood’s resilience and creativity remain undeniable.
While Netflix has not left Nigeria, its strategic shift serves as a wake-up call for the industry to invest in local solutions and build a more self-sufficient ecosystem.
The Nigerian story is far from over. With new partnerships, emerging platforms, and an audience hungry for authentic narratives, Nollywood will continue to thrive—Netflix or no Netflix.
What’s your take on the Netflix saga? Let’s discuss this in the comments below.
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