Netflix denies rumors of exiting Nigeria, reaffirms commitment to local content despite claims of canceled projects by filmmaker Kunle Afolayan at Zuma Film Festival.
Despite recent reports from three publications suggesting Netflix is exiting the Nigerian market, the global streaming giant has firmly denied these claims, affirming its commitment to investing in Nigerian content.
Speculation about Netflix’s future in Nigeria was fueled by comments made by renowned Nigerian filmmaker Kunle Afolayan at the 2024 Zuma International Film Festival. Afolayan revealed that Netflix had canceled several films it had previously commissioned from unnamed filmmakers.
“Three years ago, when we signed the three-film deal with Netflix, it was really exciting,” Afolayan said, referencing his partnership with the streaming platform. He further explained that despite the strong global performance of his films, Netflix appeared to be dissatisfied with the returns from 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,” Afolayan added.
While Afolayan did not explicitly claim that Netflix is leaving Nigeria, his remarks sparked widespread speculation that the platform may be pulling back from the country. This speculation gained traction as it followed the departure of Amazon Prime Video from Nigeria in January 2024, a year after launching a major marketing campaign and a series of original Nigerian productions.
In response to the rumors, Netflix issued a statement to TechCabal on Wednesday, strongly denying any plans to exit Nigeria. “We are not exiting Nigeria. We will continue to invest in Nigerian stories to delight our audience,” a spokesperson said. However, Netflix did not address Afolayan’s comments about the cancellation of other projects.
The ongoing conversation and social media reactions have underscored growing concerns over Netflix’s long-term strategy in Nigeria, particularly as the country grapples with rising inflation and currency devaluation, which have significantly impacted consumer spending.
Netflix has struggled to secure a dominant share of Nigeria’s streaming market, where more affordable local competitors like Showmax, operated by Multichoice, lead the field. With a subscription price of ₦7,000 ($4) per month, Netflix remains a premium service in Nigeria, making it less accessible to many, especially as inflation continues to erode purchasing power.
Since Netflix first entered the Nigerian market in 2016 by licensing popular local films, it has invested over $23 million in the country’s film industry. This investment has supported more than 250 locally licensed titles, co-productions, and original commissions. Some of the platform’s most recognizable Nigerian titles include Lionheart, The Wedding Party 2, and King of Boys. In 2020, Netflix signed multi-title deals with prominent Nigerian producers, including Mo Abudu’s EbonyLife Productions, and in 2021, it expanded its collaboration with Kunle Afolayan, commissioning three more films, including an adaptation of Sefi Atta’s Swallow.
While Netflix remains committed to Nigerian content, the platform’s ability to compete in the region may face increased challenges due to the economic landscape and fierce local competition.
