…the biggest value, underscored by the abrupt disengagement of a global platform like Amazon from our market is simply that creating a platform independent of foreign streaming services mitigates the risk of external decisions impacting the availability and promotion of African content. This autonomy allows for strategic business decisions aligned with the interests of the local audience
IN an abrupt and regrettable move, Amazon Prime Video has chosen to downsize its operations in Africa and the Middle East, reshaping its focus toward European originals. This decision not only spells disappointment, but also reveals a larger issue within Africa’s storytelling ecosystem. I spoke about this at the opening panel of the Africa No Filter Summit just a few months ago in Nairobi Kenya. As much as Africa’s storytelling economy has bloomed through technology and its reach expanded by digital streaming services, the absence of an indigenous locally-funded, built and operated streaming service dedicated to the African story is a concern that threatens the sustainability of the growth of our creative economies.
The abrupt decision of such a global platform to downsize presence in Africa underscores the vulnerability of relying on foreign distribution structures. Africa’s rich tapestry of narratives risks being overshadowed, as decisions about content creation and distribution are made far from the continent’s cultural context. This move, undoubtedly, is a disheartening blow to the thriving creative communities in Africa, especially Nollywood.
As we witness Amazon Prime Video retracting its commitment to contracting originals in Africa and the Middle East, it becomes apparent that the continent needs to take control of its narrative destiny. Relying on global streaming giants leaves African stories susceptible to the whims of external factors, often at odds with the region’s cultural nuances and interests.
Perhaps as the Chinese are noted to say, the setback is Infact the opportunity. Is this not a call to arms to our FinTech, Tech Billionaires and digital startups? An indigenous streaming service built to be self-sufficient and accessible globally may be the ‘oil refinery’ of the continent’s next-gen economy. Shouldn’t our response lie in the creation of two or even three dedicated African streaming services, bespoke platforms that champion the narrative economy and empower the continent’s storytellers. Our heritage stories deserve a platform that understands and respects their significance and power. And one that will commit to the long-term sustainability of the sector.
While challenges to this idea exist, such as initial infrastructure investments and competition, the economic potential of such an investment is substantial. By aligning with the cultural richness of the continent and addressing the global demand for diverse content, it not only makes a strong economic case but also positions us as key players in the global entertainment industry. The potential success of such a platform can be driven by several factors. An African streaming service would tap into a vast reservoir of content, attracting audiences within the continent and in the diaspora eager to engage with narratives that resonate with their own. A platform that understands the cultural nuances and diversity of Africa can establish a deeper connection with its audience. Offering content that reflects the local context, values, and traditions, the platform can create a loyal and engaged user base.
The success of the platform would directly contribute to sustaining growth in our emerging creative economies, providing a platform for local filmmakers, actors, writers, and other creative professionals. An African streaming service would cater to this demand, offering authentic representations of African stories, cultures, and perspectives, attracting viewers who seek more than the mainstream narratives.
But the biggest value, underscored by the abrupt disengagement of a global platform like Amazon from our market is simply that creating a platform independent of foreign streaming services mitigates the risk of external decisions impacting the availability and promotion of African content. This autonomy allows for strategic business decisions aligned with the interests of the local audience.
In the face of Amazon Prime reshuffling priorities, Africa has an opportunity to redefine its storytelling landscape. And Africa-owned global streaming services would not only be a strategic response, but also a powerful step towards reclaiming our narrative sovereignty.
Comments are closed.