A race among global powerhouses to gain a foothold in the most-known African film industry demonstrates not only the profitability of the landscape but also the importance of the Nigerian film industry to global players.
While it might have taken a somewhat lengthy period, online streaming platforms have become the go to means of accessing movies, shows, and other video-related content. This wide acceptance was further spiralled by the Covid-19 pandemic which compelled consumers to source entertainment indoors due to imposed restrictions on movement. The consequential effect of the pandemic also intensified Amazon Prime Video's Nigerian content offering within the last year as the global streaming platform has strategically expanded its reach into the Nollywood film industry as the streamer continues to grow its audience.
In January, the company struck an exclusive licensing deal with Anthill Studios, a Lagos-based company behind Elevator Baby and Day of Destiny after closing a similar partnership in December 2021 with Inkblot Studios which produced the commercially successful The Wedding Party films.
In a breakfast session held recently, the popular streamer discussed their current strides and plans within the Nigerian film industry. As part of the session, Prime Video's senior brand manager for Africa & Middle East, Elizabeth Oputa, announced that the company would launch its first Nigerian marketing campaign in August. In addition, she mentioned that the streamer will launch its first local payment structure, so Nigerians can pay their subscriptions in Naira. As the world of film is changing, viewers will now be able to access plentiful content tailored to them.
In another announcement, Amazon announced that as part of its commitment to support local content creators in Nigeria, it had acquired Jade Osiberu's highly acclaimed film project Gangs of Lagos for its platform exclusively.
With African countries like Nigeria setting the new ground for the top OTT media platform to expand their film library and connect to the millions of people living in the country as well as Africans spread across the world, content from Nollywood will be a prime target given the fast-growing entertainment industry and top talent spearheading the development.
A race among global powerhouses to gain a foothold in the most-known African film industry demonstrates not only the profitability of the landscape ー internet penetration is growing, data is cheap, and smartphones are the most popular entertainment device among 18-year-olds ー but also the importance of the Nigerian film industry to global players.