Over the past few years, something interesting has been happening in the African streaming space.
First, Netflix slowed its investment in original African productions. Then Prime Video began scaling back its expansion. And now Showmax has signalled a major shift in its streaming direction.
It raises an uncomfortable question for Nollywood’s digital ecosystem.
There’s no denying that YouTube has been a game changer. It has democratised distribution and allowed many actors and producers to build their own channels, reaching millions of viewers directly.
But perhaps we should be more precise.
YouTube has been more of a game changer for individual creators than it has been for Nollywood as a collective industry.
Those millions of “free” views also shape audience expectations. And in a market where full-length movies are widely available online for free, it becomes incredibly difficult for subscription platforms to compete.
So when Netflix, Prime Video and now Showmax begin stepping back, it’s hard not to ask whether the economics simply stopped making sense.
Many see this moment as a wake-up call for Africans to build and own their own platforms. And emerging services like CircuitsTV, KAVA and EbonyLife ON Plus represent important steps in that direction.
But if Nollywood films continue flooding YouTube for free while these platforms are still building their subscriber base, won’t they eventually face the same challenge?
Perhaps the industry needs to start having more honest conversations about the long-term impact of Nollywood’s YouTube economy.
Because if nothing changes, the cycle may continue - They will come… and they will go.
So here’s the question for the industry:
Can Nollywood build sustainable streaming platforms while the same content remains widely available for free on YouTube
- Jimi D Baldheaded Guy