In the last few years, it is safe to say that the Nigerian film industry aka Nollywood has grown significantly experiencing a surge in popularity among major film industries. Nollywood films, which were previously only available to local audiences, are now being watched by millions of people all over the world, thanks to streaming sites. Weekend Trust takes a look at how streaming apps have increased visibility for Nigerian made movies.
Nollywood is one of the largest film industries in the world, producing over 2,500 films annually. Its films are known for their unique storytelling, vibrant characters, and cultural richness. Despite its successful output, Nollywood struggled for many years to reach international audiences. Films were primarily distributed through local video shops and, later, through DVDs. However, piracy and limited distribution channels made it difficult for Nollywood to gain the recognition it deserved outside of Nigeria.
The streaming revolution
The coming of streaming apps like Netflix, Amazon Prime, and YouTube has been a game-changer for Nollywood. These platforms have provided a global stage for Nigerian filmmakers to showcase their work to audiences far beyond Africa.
Global reach
One of the most significant impacts of streaming apps is their ability to reach a global audience. Netflix, for example, has over 230 million subscribers worldwide. When Nollywood films are featured on such platforms, they gain instant access to millions of potential viewers. This exposure was unimaginable a few years ago and has significantly boosted the international profile of Nollywood.
Accessibility and convenience
Streaming platforms offer unparalleled accessibility and convenience. Viewers can watch Nollywood films anytime, anywhere, as long as they have an internet connection. This ease of access has encouraged more people to explore Nollywood content. Moreover, streaming apps often provide subtitles in multiple languages, making it easier for non-Nigerian audiences to enjoy these films.
Diverse content
Streaming platforms thrive on diverse content to cater to their varied subscriber base. Nollywood’s rich and diverse storytelling fits perfectly into this model. From romantic comedies to intense dramas and thrilling action movies, Nollywood offers a wide range of genres that appeal to different tastes. This diversity has made Nollywood films a favourite among international audiences looking for fresh and unique content.
Quality production
The demand for high-quality content on streaming platforms has pushed Nollywood to improve its production standards. With better funding and access to advanced filmmaking technology, Nigerian filmmakers are now producing movies that can compete with international standards. This improvement in quality has further increased the appeal of Nollywood films on the global stage.
Original Nollywood productions
Streaming giants like Netflix have recognised the potential of Nollywood and are investing in original Nigerian productions. Netflix, for instance, has produced several Nollywood films and series, including “Lionheart,” “King of Boys,” and “Oloture.” These original productions have not only showcased the talents of Nigerian filmmakers but have also attracted international attention and commendation.
Producer’s insights
Speaking with award-winning producer Dimbo Atiya, he highlighted that the advent of streaming apps has significantly boosted Nollywood, providing unprecedented global exposure.
“For the longest time, the film industry relied on TV. We started with cassettes and DVDs, then satellite TV with channels like Africa Magic. The cinema culture followed, but even now, with only 80 cinema screens for 200 million people, it’s insufficient.
“Even with satellite TV, our reach was limited to nearby countries like Cameroon, Benin Republic, or Niger Republic through DVD sales. Streaming apps, however, have expanded our audience worldwide, allowing people to connect with our stories.”
Atiya noted that streaming platforms have raised production standards in Nollywood. He explained that “These platforms select stories that meet their criteria, leading to rigorous quality control. Films are first assessed by aggregators before being considered for platforms like Netflix or Amazon Prime. Higher production values and compelling stories result in better deals.
“The streaming era demands better storytelling and production quality. With millions of potential viewers, there’s room for significant growth. Producers need to invest in international promotional strategies and negotiate global releases to ensure their films are widely available. Streaming platforms have greatly benefited Nollywood, but the next step is to demonstrate the value of Nigerian content for broader distribution and success.”
Another producer, Happy Julian Uchendu, also praised streaming apps for increasing demand for African stories. “Platforms like Netflix, Amazon Prime, Iroko TV, Ibaka TV, and YouTube have given Nollywood a global audience and greater visibility, leading to a surge in demand for Nigerian content. Streaming has made our films more accessible worldwide, providing new revenue streams and broader audiences. VCDs were once popular but lacked global reach before online streaming emerged.
“Streaming platforms have pushed filmmakers to improve content and production quality. High-definition cameras, advanced sound and lighting techniques, and modern editing software have raised the bar for Nollywood, making our films more visually appealing and competitive globally. Storytelling now captures Nigerian traditional culture, showcasing food, clothing, dance, and untold aspects of our heritage.
“With streaming apps come opportunities like increased income, funding, broader audience reach, reduced piracy, and employment. To boost visibility, filmmakers should use social media platforms like Instagram, Facebook, TikTok, and Twitter for promotion.”
Significant milestones
Several Nollywood films have enjoyed significant success on streaming platforms, bringing Nigerian culture and stories to a broader audience.
Lionheart
Genevieve Nnaji’s directorial debut, “Lionheart,” was the first Nigerian film to be acquired by Netflix. The film tells the story of a woman who steps up to run her father’s business in a male-dominated industry. Lionheart was praised for its compelling plot, great performances, and cultural authenticity. It was also Nigeria’s nomination for Best International Feature Film at the 2020 Oscars, indicating Nollywood’s expanding global prominence.
King of Boys
Kemi Adetiba’s “King of Boys” is another Nollywood film that gained international popularity through streaming. The political thriller, available on Netflix, explores themes of power, corruption, and redemption. Its intriguing storyline and excellent performances attracted audiences all around the world, proving that Nollywood’s stories can be globally appealing.
Challenges and opportunities
While streaming apps have remarkably increased the visibility of Nollywood films, challenges remain. Players in the entertainment industry say widespread access to the internet in Nigeria is low, limiting local audiences’ access to streaming platforms. Additionally, they say piracy continues to be a major issue, affecting revenue and the industry’s growth.
They, however, insist that the opportunities far outweigh the challenges, adding that the increasing global demand for diverse content, coupled with the growing investment in Nollywood by streaming giants, promises a bright future for the industry.
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