With the domestic subscription numbers finally slowing, we’ve seen many streamers turn to international markets as a way to keep subscriber growth rolling. A key part of this strategy is ensuring that high-quality, local-language programming is also a content priority. With many streamers focusing on their Latin American and Asian markets, it seems Amazon Prime Video has a different goal in mind- Africa. Blake and Wang P.A’s Brandon Blake, entertainment attorney with a key interest in streaming, fills us in.
Nigerian Content Partnerships
This will be the second Nigerian licensing deal we’ve seen them sign in less than a month. This time, the deal is with Anthill Studios, a Lagos-based production, post-production, and animation studio. It’s been responsible for an impressive chunk of the so-called ‘Nollywood’ titles, with their animation studio reported to be Nigeria’s largest.
The deal will give Amazon their exclusive worldwide distribution rights starting from 2022. Content will, of course, also head to Prime Video customers after their Nigerian theatrical releases.
A Thriving Market
The Nigerian film scene, affectionately nicknamed Nollywood, has been showcasing authentic African stories for decades now, resonating across the continent. Anthill themselves have something of a reputation for telling bold stories others won’t. They’re already talking about sci-fi and animation productions, something that hasn’t yet taken off in the Nigerian local market. This builds on the deal already signed with Inkblot Studios, another Nigerian production house.
One of the keys to compelling foreign-language content that also resonates with a wider global audience is establishing multi-layered storytelling that can resonate locally, but connect with broader human themes internationally. Is Amazon hoping Nigeria, with its established cinematographic history, will give them powerful leverage in the streaming market? Clearly. And it will be fascinating to see what comes next. This is one we will be watching carefully.
Film and Television 