As global streaming platforms like Netflix, Amazon Prime Video, and Disney expand their reach across the world, Africa has become an increasingly important market. However, these services are facing significant challenges in the region, particularly due to high data subscription costs and the unique needs of African consumers.
Despite the potential for films and TV shows from international streaming platforms to attract audiences, their success in Africa is not as certain as it is in other regions. The combination of infrastructure limitations, high data costs, and diverse consumer behaviour points to a difficult road ahead for streaming platforms in Africa.
The Challenges
One of the most significant barriers to widespread adoption of streaming services in Africa is the prohibitively high cost of internet data. In many African countries, data is expensive by global standards. Africa is home to some of the highest mobile data costs in the world. In countries like South Africa, Nigeria, and Kenya, a substantial portion of the population cannot afford the large data bundles needed to stream video content without facing financial strain.
To put this into perspective, in regions like North America and Europe, consumers pay relatively low prices for unlimited high-speed internet, making streaming services like Netflix viable and affordable for the average person. However, in Africa, even middle-class families often struggle to afford enough data to stream films and shows regularly.
While Netflix and other platforms have lowered their subscription prices, the data fees associated with streaming remain a major obstacle. It’s not uncommon for users to face difficult choices between streaming and using data for essential tasks like communication or online banking.
Limited Access
Even when consumers can afford data, the quality of internet access presents another issue. Internet penetration and connectivity remain low in many parts of Africa, particularly in rural areas. While cities like Lagos, Nairobi, and Johannesburg have better infrastructure, many rural and remote areas lack reliable internet access. High-speed broadband is also scarce, with many regions still relying on slower 3G or even 2G networks.
This means that even if individuals purchase data, streaming in high-definition [HD] or standard-definition [SD] may be impossible due to slow internet speeds. As a result, many potential subscribers may avoid services like Netflix, as the user experience would be frustrating, with buffering, low-quality visuals, and frequent interruptions.
Data Saving Solutions
Given the constraints on data affordability and internet access, many African consumers have turned to data-saving solutions. Some mobile carriers offer “zero-rated” content, which allows users to access specific services or websites without consuming their data. In some cases, streaming platforms partner with telecom companies to offer data-saving solutions or localized content that consumes less data.
However, these services remain niche and are not as widespread as streaming platforms that require large data consumption. Additionally, streaming services must invest heavily in local infrastructure or form partnerships with telecom companies to develop more affordable, data-saving options. Without such initiatives, the very nature of their business model streaming high-bandwidth content like films and series becomes unsustainable for a large portion of the population.
Content Disconnect
Another reason why global streaming services may struggle in Africa is the cultural and content disconnect. Platforms like Netflix predominantly offer content produced for Western audiences, which may not always resonate with African viewers. Although Netflix has made efforts to include local content by commissioning African films and series, there is still a vast gap between the local storytelling traditions and the dominant international ones.
In many African countries, people tend to consume media that reflects their culture, language, and social issues. For instance, Nigerian Nollywood productions, with their high-energy storytelling and culturally relevant themes, dominate many African homes.
Similarly, South African viewers often prefer content in languages like Zulu, Xhosa, and Afrikaans, which may not be well-represented on Netflix. The proliferation of local TV channels and production companies focused on indigenous content means international streaming platforms may struggle to match the strong connection African consumers have with homegrown content.
Moreover, the success of U.S. or European content may not be guaranteed, as tastes, humour, and social norms vary significantly across the continent. With over 2,000 distinct languages and cultures, Africa’s diversity makes it challenging for foreign content to dominate the market.
Rise of Local Platforms
Local streaming platforms are capitalizing on the gaps that Netflix and others cannot fill. African streaming services like Showmax [a subsidiary of MultiChoice], IrokoTV, and Kwesé Play offer content that resonates more deeply with African viewers. These platforms typically provide a wider range of locally produced films, TV shows, and even sports content.
Moreover, African streaming platforms understand the market’s unique characteristics, such as the need for affordable subscription models, local language support, and optimized data solutions. For example, Showmax has tailored its service by offering a data-efficient mobile app and cheaper mobile-only subscription options.
As of November 2024, Showmax had 2.1 million African subscribers, compared to Netflix’s 1.8 million. Netflix’s subscriber base in Nigeria, one of the continent’s largest markets, reportedly fell below 300,000.
Analysts argue that the high costs of internet services and electricity supply are major factors affecting all streaming platforms on the continent, except in South Africa, which accounts for over 80% of the region’s streaming service subscribers.
Adaptability and the Future
While the African market holds enormous potential, Netflix and other international streaming platforms are likely to face significant challenges in achieving widespread success unless they adapt to the unique needs of African consumers. High data costs, unreliable internet infrastructure, and a preference for locally produced contents [even musics] mean that streaming services from the West must rethink their strategies to penetrate the market successfully.
The future of entertainment in Africa may be shaped not by global streaming platforms, but by locally driven solutions that cater to the region’s needs and embrace its rich cultural diversity. Unless issues related to data affordability, internet access, and local content are addressed, platforms like Netflix will continue to face obstacles in winning over African audiences.
By Lucky Onoriode George, Executive Director, African Travel Commission [ATC] www.africantravelcommission.org and Publisher, African Travel Times www.africantraveltimes.com