Streaming platform Netflix has dismissed rumours suggesting it plans to withdraw from Nigeria, emphasizing its dedication to the country’s vibrant creative industry.
In an official statement shared with Per Second News on Thursday, Edafe Onoriode, Group Account Director at Hill and Knowlton Strategies—Netflix’s public relations agency—clarified the company’s stance:“We are not exiting Nigeria. We will continue to invest in Nigerian stories to delight our members.”
Persecondnews reports that Onoriode was also on Arise TV on Thursday morning to dispel the rumours.
The clarification comes amid swirling speculation triggered by comments from acclaimed Nigerian filmmaker Kunle Afolayan in a viral video.
Afolayan revealed that Netflix had cancelled several commissioned projects, raising concerns about the platform’s long-term plans for the Nigerian market.
“Three years ago, when we signed the three-film deal with Netflix, it was really exciting,” Afolayan said.
Despite the global acclaim for those films, he expressed frustration over Netflix’s apparent dissatisfaction with their local returns.
“Thank God we had shot seasons two and three, because all the other people commissioned at the same time were cancelled,” he added.
Netflix’s journey in Nigeria began in 2016 with the acquisition of distribution rights for popular Nollywood films.
The partnership grew stronger with the production of original Nigerian content, including Genevieve Nnaji’s Lionheart, the platform’s first Nigerian original movie.
Despite its strong association with Nollywood, Netflix faces challenges in the region.
A 2023 report by London-based research firm Omdia revealed that Nigeria accounts for just 10.5% of Netflix’s African subscriber base, significantly trailing South Africa, which holds a dominant 73.3%.
Netflix’s African expansion has been steady but measured.
The platform has amassed 1.6 million subscribers across the continent over six years, with projections estimating growth to 2.2 million subscribers by 2028.
The streaming giant remains optimistic about Nigeria’s potential, citing the country’s burgeoning film industry and a steady stream of high-quality content.
Its continued investments have fuelled the production of Nigerian originals and solidified its presence in the local entertainment ecosystem.
Fans and industry players alike have expressed relief at Netflix’s reassurance.
Many hope this commitment will foster more opportunities for Nigerian filmmakers and elevate Nollywood’s global footprint.
As the streaming market evolves, Netflix’s sustained interest in Nigerian content signals a promising future for the country’s creative industry, reaffirming its position as a key player on the global stage.
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