There was a time when Nollywood basked in the glow of global streaming giants. It was a love affair. Netflix made its debut in Nigeria in 2020, followed by Prime Video in 2022. Their arrival felt like a seismic shift, signalling a new era for Nigerian cinema. Both platforms gave us a seat at the table, helping Nollywood shed its label as an underdog and step into its rightful place as a powerhouse of creativity. Suddenly, Nollywood wasn’t just for Nigerians; it was for the world.
Bigger budgets, elevated productions, and bold storytelling defined this golden era. Jobs were created, and our stories found their way to audiences who might never have discovered them otherwise. For a fleeting moment, it seemed like the perfect partnership—one where the vibrancy of Nollywood met the deep pockets and distribution reach of international giants.
But by 2024, it seems “we don dey sha” – the glow is fading. Prime Video has officially exited Nigeria, and whispers suggest Netflix is preparing to follow suit. While previously commissioned projects will still be released, the era of heavy investments and local originals seems to be drawing to a close. Their retreat isn’t just a corporate decision; it’s a symbolic shift that leaves Nollywood staring down an uncertain future.
Why did this happen? On the surface, it’s easy to point to economic realities. Nigeria’s economic climate makes streaming subscriptions a luxury for many, and piracy continues to affect profitability. Add the intense competition between local and international platforms, and the challenges mount quickly. But there’s more to the story. Beneath the surface lies a sobering truth: internal issues like mismanagement and gatekeeping may have played a role in driving these giants away. Stories of misappropriated funds and inflated budgets that didn’t deliver on quality are no longer whispers—they’re red flags. Greed and exclusivity have created barriers in an industry that desperately needed bridges, eroding trust and tarnishing relationships.
The impact of their departure is hard to ignore. Without the backing of platforms like Netflix and Prime Video, Nollywood risks losing the momentum it fought so hard to build. The international exposure that helped redefine the industry could dwindle, and productions may scale back without the lavish budgets streaming giants once provided. The ripple effect on employment is just as concerning—countless jobs, from actors to behind-the-scenes crew, could disappear in an industry already stretched thin.
Yet, if there’s one thing Nollywood has proven time and again, it’s resilience. This moment could serve as a wake-up call, pushing the industry to chart its own course rather than relying on external saviours. Local streaming platforms like IrokoTV and Showmax could rise to the occasion, investing in homegrown talent and building a sustainable ecosystem. Addressing systemic issues, from mismanagement to gatekeeping, is non-negotiable. Nollywood must embrace transparency, accountability, and inclusivity to rebuild trust—not just with potential investors but also with the audience that has always been its backbone.
Partnerships with international markets like South Korea and India, where storytelling thrives, could also open new doors. Imagine the magic of co-productions that merge Nigerian narratives with other vibrant cultures. Yes, we’ve tried this in the past with titles like; “Namaste Wahala” and “Postcards”, but now, it’s time to double those sorts of efforts. But then how do we execute these collaborations without the right investment? Government support, whether through tax breaks or funding, would provide a much-needed boost. And let’s not forget the power of social media to connect directly with audiences, bypassing traditional gatekeepers and amplifying stories to the world.
This isn’t the end for Nollywood. If anything, it’s an inflection point—a chance to take control of its narrative. The streaming giants may have brought glitz and global attention, but Nollywood’s strength has always been its stories, its people, and its audacity to dream big. Streaming giants may come and go, but the heartbeat of Nollywood is here to stay.
So here’s to the next chapter, one where Nollywood not only survives but thrives, turning every setback into a setup for something greater. Because if there’s one thing Nigerian storytellers know how to do, it’s turn plot twists into unforgettable endings.
