The continent is generating a frenzy of localized content as giants like Netflix and Disney+ battle to gain a foothold in a market that has long been ignored: 'There’s a lot of room for growth.'
have also gone to Netflix. “Usually, I would make one film in two years. Last year, I made two films in a single year.”
“In the past, African stories have been told by outsiders,” says Ben Amadasun, director of content in Africa for Netflix, speaking via Zoom from Nigeria. “We want to help local talent bring their stories to the world.” Maroulis estimates there are now some 1.4 million subscription video-on-demand users in sub-Saharan Africa, a figure “we expect to grow to 2.4 million by 2026.”
Even the more optimistic figures are a fraction of the streaming audience elsewhere. Netflix alone has 73 million users in North America and about 38 million in Latin America, a region with roughly half the population of sub-Saharan Africa.
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