Growth of African Streaming Platforms & How Streaming Changed African Cinema

Executive Summary

Across the 2020s, African streaming has grown on the back of mobile internet adoption, telco billing solutions like M-Pesa, lighter data modes, and a decisive pivot to local originals. Showmax relaunched in 2024 with a Peacock-powered tech stack and a Premier League mobile plan; Netflix invested in African stories and rolled out mobile-only offers; pioneers like IROKOtv proved early demand for Nollywood online. This market shift has reshaped the film pipeline: more straight-to-streaming, bigger budgets for select titles, new jobs across the value chain—yet also a tougher funding climate and changing release windows in 2024–2025.

Part I — The Growth of African Streaming Platforms

Market Drivers: Mobile-First Access, Data Pragmatism, and Local Payments

Mobile internet is the backbone. 4G adoption keeps rising and is forecast to reach half of connections in Sub-Saharan Africa by 2030. Services that economise data perform best.

Data-saving modes win users. Showmax’s “data-saving” playback can use as little as 60 MB per hour on mobile, making it affordable.

Telco billing unlocks scale. Direct payment with M-Pesa and telco bundles simplify access and drive subscriptions in markets like Kenya.

Platform Highlights (2024–2025)

Showmax 2.0 (MultiChoice + NBCUniversal/Sky)

In 2024, Showmax relaunched on a new platform with different plans, including Showmax Premier League (mobile-only). It focuses on African originals and international hits, backed by telco partnerships for easy sign-up and streaming.

Netflix in Africa

Netflix adapted pricing with mobile-only options and invested in local originals like Queen Sono, Blood & Water, and The Black Book. It continues to adjust pricing due to currency pressures, but remains a key player for African streaming audiences.

IROKOtv (Pioneer)

Founded in 2011, IROKOtv proved global demand for Nollywood on-demand and popularised paid streaming for Nigerian cinema before the global giants entered the region.

YouTube’s Rising Role

YouTube has become a major outlet for African filmmakers, especially Nigerians, to reach wide audiences quickly. It offers visibility but comes with challenges around piracy and monetisation.

Pricing, Plans, and Product Localization

Mobile-only & ad-supported models. Netflix and others tested mobile-only plans in Africa to match device use and price sensitivity.

Currency and inflation volatility. Frequent adjustments in subscription prices, especially in Nigeria, highlight the importance of telco bundles and local billing.

Part II — How Streaming Changed African Cinema

Distribution Reality: Few Cinema Screens → Digital by Default

Africa has a very low cinema density, with around one screen per 787,000 people. Online distribution solved a major access problem and expanded film availability to rural and suburban audiences.

Production Economics: Bigger Bets, New Jobs—Yet Uneven Sustainability

The African film sector already contributes billions to GDP and millions of jobs, with potential for much more if barriers are reduced. Streaming platforms catalysed higher-budget productions and steadier work across writing, post-production, and VFX. The Black Book became an international Netflix success, demonstrating how African films can now scale globally.

Audience & Storytelling: Local First, Global Next

Data shows local titles dominate in Nigeria, reflecting audience preference for culturally familiar stories. Streaming infrastructure makes it easier for these local stories to reach international viewers.

Windowing Whiplash: From “Straight-to-Streaming” to a Mixed Model

During COVID, direct-to-streaming became standard. By 2025, a hybrid approach is more common: some films go festival → limited cinema → streaming, while others launch directly on YouTube for reach.

Sports as an Adoption Accelerant

Live sport, especially Premier League football, has been a powerful driver for streaming adoption. Showmax’s football-only mobile tier, often bundled with telco data, has created strong habitual usage.

Persistent Challenges

Funding is still fragmented and piracy remains widespread. Affordability and digital literacy gaps also slow inclusion, keeping the market from reaching full potential.

What to Watch Next (2025–2027)

Hybrid monetisation (ad-supported + low-cost mobile tiers) to broaden reach.
Telco-streamer bundles combining data, sports, and entertainment.
Continued investment in African originals, with South Africa, Nigeria, and Kenya as production hubs.
Smarter release windows, with cinemas regaining some role in major cities but streaming staying primary elsewhere.