The Shift in Africa Film Industry: Can Streaming Overtake Cinema?
Africa’s creative economy is witnessing a renaissance, with the film industry experiencing a surge in global interest and local production. Historically, African music has led the continent's creative export, but now, African film and television are making significant strides, capturing the world’s imagination and contributing over $5 billion to the continent’s GDP. As streaming platforms gain popularity, the question arises: can streaming overtake traditional cinema in Africa?
A New Wave of African Storytelling
In 2023, the television landscape in Africa was dramatically altered by Shaka iLembe, a groundbreaking drama series that captivated over 3.6 million viewers on DStv in South Africa alone. This series not only broke viewership records across several African countries but also underscored the growing demand for authentic African narratives. The six-year production, which focuses on the iconic Zulu king Shaka and the people who shaped his legacy, showcased the continent's burgeoning production capabilities, with stunning cinematography, elaborate costumes, and resonant portrayals of Zulu culture.
Similarly, Netflix's Blood and Water became a sensation in 2020, becoming the first South African show to reach number one in the United States. The success of such shows highlights the appetite for African content that is both locally grounded and globally appealing.
Streaming: The New Frontier
Streaming services like Netflix and Showmax are transforming the way African audiences consume media. Netflix, which launched in Africa in 2016, has steadily grown its subscriber base, reaching 1.8 million by the end of 2023. Showmax, with its focus on locally-produced content, boasts 2.1 million subscribers across the continent. These platforms have poured significant resources into African productions—Netflix alone spent $175 million between 2016 and 2022, while Showmax's 2023 revenue exceeded $1 billion, marking a 22% growth.
This investment has led to a boom in African content on streaming platforms. For instance, Heart of the Hunter topped Netflix’s global charts, ranking number one in over 81 countries. The increasing availability of African stories on global platforms is not just a win for representation but also a testament to the world’s hunger for diverse, authentic narratives.
The Cinematic Experience: Still Standing Strong
Despite the rapid growth of streaming, cinema in Africa remains a resilient force. According to PricewaterhouseCoopers' (PwC) Africa’s Entertainment and Media Outlook 2023-2027 report, box office revenues in Africa are recovering, though they have yet to reach pre-pandemic levels. South Africa’s cinema industry led the way in 2022, with a total revenue of $47 million.
Cinemas are adapting to the streaming challenge by enhancing the in-cinema experience. Innovations such as VIP lounges, gourmet concessions, and immersive sound systems are redefining moviegoing. These enhancements highlight the irreplaceable value of the big-screen experience, something that streaming, for all its convenience, struggles to replicate.
The Investment Gap: A Challenge for African Cinema
While Africa’s film industry is growing, it still faces significant hurdles, particularly in funding. The disparity between Hollywood’s average budget of $100 million per film and Africa’s more modest production budgets is stark. However, there is a glimmer of hope. New funding mechanisms are emerging, dedicated to supporting African cinema. For instance, Capital Films introduced a ₦500 million ($316,000) fund specifically for Nollywood films, while South Africa’s Talent10 Holdings and the Industrial Development Corporation (IDC) committed $104 million to entertainment and gaming.
These investments are crucial for the growth of Africa’s film industry, enabling higher-quality productions and more opportunities for African stories to reach global audiences.
The Future: A Balanced Coexistence?
The African film industry is at a crossroads. On one hand, streaming platforms offer unprecedented opportunities for distribution and global reach. On the other, the cinematic experience provides a unique, communal way to engage with stories. As both platforms continue to evolve, they may not be competing forces but rather complementary ones, each offering different avenues for African storytelling.
In conclusion, while streaming is reshaping the African film landscape, cinema remains a powerful and relevant medium. As African stories continue to captivate audiences both locally and globally, the industry’s future looks bright, with room for both streaming and cinema to thrive side by side. Africa’s creative renaissance is just beginning, and the world is watching, eager for more.