When Netflix released Femi Adebayo’s “Seven Doors,” the excitement was quickly overshadowed by controversy. Viewers outside Africa couldn’t access the film, sparking heated discussions about Netflix’s geo-restriction policies and Nollywood’s place in the global streaming market.
Why is Nollywood Being Geo-Restricted?
Industry insiders suggest three key reasons:
1. Licensing Agreements: Streaming platforms often split global rights, meaning Netflix may only hold African distribution, while other regions are reserved for competitors like Prime Video or Disney+.
2. Revenue Considerations: A Nollywood film’s performance in African markets might not justify the extra costs of marketing and technical support for a global release.
3. Quality Standards: Some argue that many Nollywood films lack the high production values required to compete internationally, limiting their global appeal.
Nollywood’s Global Struggle: Quality vs. Market Reach
While Nollywood is the second-largest film industry in the world, critics say its reliance on high-volume, low-budget productions has affected its global credibility.
One anonymous Nollywood actor bluntly stated:
“Netflix doesn’t just make films globally available for the fun of it. If the numbers don’t justify it, it’s not worth it for them.”
This leads to a major issue: If Nollywood films can’t be seen globally, they can’t attract international investors.
Piracy: A Consequence of Geo-Restrictions?
With many Nollywood films geo-locked, audiences have turned to piracy, using VPNs and Telegram channels to access restricted content. Desmond Ekunwe, a Nollywood producer, warns that geo-restrictions could drive more people towards illegal streaming, further hurting Nollywood’s revenue.
Netflix Pulls Out of Nollywood Investment
Beyond geo-locking, Netflix recently announced that it would stop commissioning and funding Nigerian films, effective November 2024. This move follows Amazon Prime Video’s 2021 decisionto scale back investments in Nollywood.
At the Zuma Film Festival, Victor Ohai, president of the Directors Guild of Nigeria, put it bluntly:
“Netflix came to serve the last supper here.”
This shift forces Nollywood to rethink its dependence on foreign streaming giants.
Can Nollywood Survive Without Netflix?
Filmmaker Kunle Afolayan believes the industry must build its own distribution platforms to reduce reliance on global streamers. Already, many Nollywood creators are turning to YouTube, but Afolayan warns against over-reliance, as YouTube’s policies could change anytime.
What’s Next for Nollywood?
1. Independent Streaming Platforms – Circuits.tv is one example of a platform stepping in to distribute Nigerian films globally.
2. Better Quality Films – To attract global streamers, Nollywood must raise its technical and storytelling standards.
3. Local and Regional Distribution – Creating African-based streaming services could provide a sustainable market.
Final Thoughts
Netflix and Amazon may have backed away, but Nollywood thrived before streaming platforms and can continue to do so. The challenge now is to improve quality, find alternative distribution channels, and secure its place on the global stage—on its own terms.
