Netflix Boosts African Film and GDP with Streaming Investment

A mural of an African film set with a silhouetted sky, a camera crew and actors

When Netflix quietly launched in Africa in 2016, few knew that this would soon catalyse a cultural reawakening. Over the next several years, Netflix injected $175 million into sub-Saharan African productions, with South Africa receiving $125 million and Nigeria $23 million. As subscriptions and budgets grew, so too did the ambition of African filmmakers, and the scale of the stories being told.

1. Investment, Jobs, and Economic Boost

According to Netflix’s 2022 impact report, its contributions across South Africa, Nigeria, and Kenya generated $218 million in GDP, supported over 12,000 jobs, and yielded $44 million in tax revenue, according to  Business Insider Africa. From 2021 to 2024, further investments rose to $220 million, signalling Netflix’s expanding confidence in African storytelling.

2. Nollywood Gets a Global Stage

Nigeria’s Lionheart, Netflix’s first African original, premiered at TIFF in 2018, setting a new tone for collaborations. The 2023 crime thriller The Black Book shattered expectations with 70 million views within weeks, earning the designation of Nollywood’s first global streaming blockbuster, according to WIRED.

Beyond Nigerian titles, iconic South African series like Queen Sono and Blood & Water have attracted viewers across continents, while Kenyan originals charted bold paths for East African content.

Nollywood blockbusters Lionheart, blood sisters and Shanty Town are drawing streaming subscriptions on Netflix.

3. Beyond Nigeria— The Rising East African Momentum

Kenya’s Country Queen, the country’s first Netflix original, marked a milestone in 2024, following a cultural exchange pact with Kenya’s Ministry of ICT and Youth Affairs, according to Techpoint Africa. Meanwhile, creators in Uganda are seeing their work harvested from YouTube cinemas onto Netflix platforms, giving regional voices a broader reach.

4. African Film Industry Potential and Challenges

UNESCO estimates African cinema generates $5 billion annually, but its potential could rise to $20 billion and employ 20 million people with proper investment. Despite this growth, creators still face infrastructure gaps, piracy, and licensing models that lag behind global standards.

5. Impact on Filmmakers and Creative Freedom

Creatives like Kunle Afolayan are seizing the moment, partnering with Netflix for multiple projects, while investing in higher production values and storytelling ambition. The Black Book producer Editi Effiong reimagined funding by appealing directly to Nigerian tech entrepreneurs, bypassing traditional financing routes.

What's Next for African Storytelling

Netflix’s investment has done more than fund films; it has shifted narrative power. As smartphone adoption grows and streaming markets are projected to climb 15% annually through 2030, streaming services represent a long-term cultural and economic play.

At FTN Studio, we’re eager to partner with global filmmakers to harness this momentum and showcase a vibrant array of East African stories.