By Teddy Nwanunobi
Africa’s booming film sector is sitting on a $5 billion goldmine, yet most of its stories are struggling to reach the big screen.
According to a study titled ‘Made in Africa, Watched Globally?’, while Nollywood and other regional hubs churn out global hits at record speed, a severe shortage of cinemas, streaming barriers, and fragmented distribution networks are keeping the continent’s creative economy from cashing in on its massive potential, a new report warns.
The study projected that Africa’s combined paid television and streaming revenues would reach $5.2 billion by 2030, but warned that market growth alone would not guarantee sustainable returns for filmmakers.
The report, commissioned by the German development agency, GIZ, and the African Export-Import Bank (Afreximbank) through its Creative Africa Nexus (CANEX) programme, examined the film industries in Nigeria, Egypt, Kenya, Rwanda, Senegal, and South Africa.
According to the study, 52 per cent of respondents in Kenya said local and African films were difficult to find on mainstream platforms. In comparison, 56 per cent of respondents in Rwanda cited a lack of interest in stories and themes as a reason for not watching African films.
The research also found that Africa had approximately one cinema screen for every 787,000 people, compared with one for every 8,700 people in the United States.
It attributed the limited access to the concentration of cinema screens in major cities and the high cost of mobile data, which discourages online streaming.
The study recommended advertising-supported streaming services, offline downloads, affordable data packages and payment options linked to mobile money and telecommunications systems to improve access to African films.
It also called for increased investment in African-owned distribution platforms and companies to strengthen the industry’s ability to market films and reach audiences across borders.
Speaking on the need for increased investment in Africa’s film industry, CEO of CANEX Creations Incorporated, Osahon Akpata, said more investment was needed to translate growing demand for Africans productions into sustainable businesses.
“Africa’s film industry has demonstrated its ability to produce compelling stories that resonate with audiences around the world. The next priority is to ensure that this growing demand translates into sustainable businesses and greater economic returns for African creatives.
Through our Creative Africa Nexus (CANEX) programme, Afreximbank is working to bridge financing gaps, strengthen the commercial foundations of Africa’s creative industries and create opportunities for African businesses to participate more competitively in global markets,” Akpata said.
Meanwhile, GIZ Project Manager, Victor Chudal-Linden, said the research would help industry stakeholders understand audience preferences and address distribution challenges.