For online distribution platforms, Africa remains a vast territory to invest. After the giant Netflix, it is Amazon Prime Video’s turn to ogle this promising market, due to its highly connected population and a flourishing local audiovisual production.
The US streaming market is now saturated with the plethora of offers available, note Quartz Africa, online distribution platforms are turning to new markets to conquer. “Africa, with its population of over one billion and growing Internet connectivity, has great potential”, thus indicates the American site.
In this race for foreign markets, Amazon Prime Video is targeting the African public and is counting, to do so, on the immense potential offered by Nigerian works. The American firm has just signed an agreement with the production company Inkblot, located in Lagos, and at the origin of some of the biggest box office successes in Nigeria. She is one of the standard bearers of the country’s film industry – known as “Nollywood”. Thanks to this contract signed with Inkblot studios, Amazon Prime Video intends to broadcast its latest productions from 2022.
Local productions or adapted content?
Amazon Prime Video thus joins the American streaming giant Netflix and the South African Showmax, also established on the continent. Enough to arouse the appetite of Disney + which should position itself there next year.
So far, the strategy of streaming platforms has been either to forge partnerships with local studios or, more simply, to directly produce specific content for viewers, note Quartz Africa. If Showmax has favored local productions, Netflix, for its part, has opted for the second approach. At the moment, Netflix’s 2.6 million African subscribers represent just over 1% of its total subscribers.
Beyond the only financial aspect, the interest for African creators to resort to the streaming giants lies in the possibility of finally telling “African stories” from the point of view of the inhabitants of the continent.
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