Global streaming giant, Netflix has debunked rumors about leaving the Nigerian market, emphasizing its dedication to serving its audience.
This assurance comes after social media buzz suggested Netflix might shut down its operations in Nigeria, citing economic challenges and regulatory hurdles as potential reasons.
The rumors gained traction following remarks by renowned Nigerian filmmaker, Kunle Afolayan at the 2024 Zuma International Film Festival.
Afolayan claimed that Netflix had canceled several film projects it previously commissioned from unnamed filmmakers.
“Three years ago, when we signed the three-film deal with Netflix, it was really exciting,” Afolayan said, noting that while the films performed exceptionally well globally, Netflix seemed dissatisfied with their returns in Nigeria.
“Thank God we had shot seasons two and three [of Anikulapo] because all the other people that were commissioned with us at the same time were canceled,” he added.
Although Afolayan did not explicitly claim Netflix was withdrawing from Nigeria, his comments fueled speculation about the company’s long-term intentions in the region. Such concerns are not entirely baseless.
Earlier in 2024, Amazon Prime Video, another major streaming platform, exited Nigeria after investing heavily in local productions and marketing campaigns.
In response, a Netflix spokesperson denied the rumors on Wednesday saying “We are not exiting Nigeria. We will continue to invest in Nigerian stories to delight our audience.”
However, the spokesperson did not address Afolayan’s claims about the canceled projects. The situation has sparked discussions about Netflix’s strategy in Nigeria, where rising inflation and a weakening naira have strained consumer spending.
Netflix faces stiff competition in the country’s streaming market, which is dominated by Showmax, a more affordable service run by MultiChoice.
At ₦7,000 ($4) per month, Netflix is seen as a premium option, making it less accessible to many Nigerians.
Since entering the Nigerian market in 2016, Netflix has invested over $23 million in the country’s film industry. It has supported more than 250 local projects, including licensed titles, co-productions, and originals.Notable films like “Lionheart”, “The Wedding Party 2”, and “King of Boys” are part of Netflix’s Nigerian catalog.
In 2020, Netflix signed multiple production deals with major Nigerian studios, including Mo Abudu’s EbonyLife Productions.
By 2021, the company expanded its collaboration with Afolayan, commissioning three films, including an adaptation of Sefi Atta’s novel “Swallow”.
Despite these efforts, Netflix’s position in Nigeria remains uncertain as local competitors continue to dominate with lower pricing and content. Rising economic challenges could further test the company’s ability to retain its foothold in the country.
The Nigerian Trademark Registry (NTR) and the Nigerian Copyright Commission (NCC) recently ruled against actress Ini Edo’s claim over the Netflix series ‘Shanty Town’ and decided in favor of filmmaker Chinenye Nworah.
