Shifting Tides: The Revolution in Nigeria’s Movie Industry
By Nurudeen Adebayo
In Nigeria where tradition and innovation dance in a delicate rhythm, a quiet but powerful revolution is unfolding—one not marked by protests or politics but by cameras, scripts, and screens.
Nigeria’s film industry, affectionately known as Nollywood, is undergoing a seismic transformation.
What was once a modest industry built on VHS tapes and street-side DVD sales has blossomed into a global cultural powerhouse, driven by the emergence of high-budget cinematic productions and the unprecedented rise of streaming platforms.
This isn’t just a technological leap—it’s a complete reinvention of what it means to make and watch Nigerian movies.
From DVDs to Digital Dreams
For years, Nollywood was synonymous with rapidly produced, low-budget films that prioritized quantity over quality.
These films, often shot in less than a week and distributed directly to markets, found loyal audiences across Africa and within the Nigerian diaspora. But they also faced criticism for poor production values, clichéd plots, and over-acted performances.
Despite this, Nollywood became the world’s second-largest film industry by volume, behind only Bollywood.
Fast forward to the 2020s, and the story is dramatically different.
Today, Nigerian cinema is producing films that compete on the world stage—not only in content but also in craft. A new generation of filmmakers has emerged, fueled by passion, funding, and an eye for global appeal.
Directors like KunleAfolayan have led this charge with works like Aníkúlápó, a folklore fantasy epic that weaves rich Yoruba culture into modern storytelling.
Kemi Adetiba’s King of Boys, with its political intrigue and cinematic depth, showcased a different kind of Nigerian story: raw, powerful, and unapologetically complex.
Femi Adebayo’s Jagun Jagun further demonstrates how indigenous storytelling, when supported with proper budgets and visionary direction, can transcend local appeal and capture international attention.
His follow-up, Seven Doors, continues that momentum—exploring metaphysical and historical themes that challenge the conventional Nollywood formula.
Elevating the Craft: Actors in a New Light
Perhaps the most visible transformation has been among the actors themselves.
No longer confined to melodramatic expressions and theatrical monologues, today’s Nollywood stars are evolving.
They’re embracing method acting, character arcs, and genre diversity—tools that were once rare in Nigerian productions.
Wunmi Toriola’s performance in Queen Lateefah demonstrated this shift, offering audiences a nuanced portrayal of strength and vulnerability. Meanwhile, Funke Akindele, known for her iconic character in Jenifa’s Diary, reintroduced Everybody Loves Jenifain a reimagined format—balancing humor with heartfelt social commentary.
Lateef Adedimeji, now regarded as one of Nollywood’s most versatile actors, has left audiences in awe with his biographical portrayals in Lisabi and Ayinla Omowura.
His performances have become a masterclass in embodying Nigerian history through screen.
Antar Laniyan, a stalwart of the industry, sees this as a necessary evolution:
“Streaming platforms have changed the rules. They expect excellence. If production falls short of the benchmark, it won’t even be considered. This pressure is healthy—it’s what’s driving Nollywood to reinvent itself.”
Streaming Platforms: The Catalyst for Change
At the heart of this transformation is one undeniable force: the advent of streaming platforms.
Netflix’s arrival in 2016 marked the beginning of a new era. With it came not just exposure, but investment.
By 2022, the company had invested over $23 million in Nigeria’s film industry, supporting more than 250 licensed titles, original productions, and co-productions.
Over 5,000 jobs have been created through these efforts, empowering thousands of behind-the-scenes talents whose contributions often go unnoticed.
In 2020, Netflix signed multi-title deals with major Nigerian players like Mo Abudu’s EbonyLife Studios, signaling long-term confidence in the sector. The following year, they inked another deal with Kunle Afolayan for three films, including an adaptation of Sefi Atta’s Swallow.
Other streaming services, such as Amazon Prime Video, Showmax, and IROKOtv, have also entered the fray—each bringing new opportunities and competing visions for Africa’s film future.
Reaching the World, One Stream at a Time
The impact of these platforms cannot be overstated. Before their rise, Nigerian films often remained within the continent or in limited diaspora circles.
Now, with one click, someone in Germany, Brazil, or South Korea can watch The Black Book, Blood Sisters, or Glamour Girls—films that bring Nigeria’s languages, cultures, and complexities to life.
Odunlade Adekola, a leading face in Yoruba-language films, applauds the platform’s reach:
“Netflix has allowed us to speak our language and still be heard worldwide. That’s powerful. That’s revolutionary.”
Funky Mallam echoes that sentiment, highlighting how the industry has leaped forward in production quality because of these partnerships.
“We had talent. What we lacked was the infrastructure. Now we have both. And that’s why Nigerian films are crossing borders.”
Genevieve Nnaji, a trailblazer in the movement toward international recognition, emphasized this in a Netflix-hosted webinar:
“The stories have always been there. What we lacked were the platforms. Now we have them, and it’s our time.”
Under the Spotlight: Challenges of Mismanagement and Accountability
However, with growth comes scrutiny—and Nollywood is not immune to growing pains.
Comedian and producer Basketmouth stirred conversation when he alleged widespread mismanagement of funds from streaming deals.
According to him, some producers diverted money meant for production into personal luxuries—expensive cars, extravagant lifestyles—leading Netflix to change its model and begin paying actors directly.
Victor Ohai, President of the Directors Guild of Nigeria, later revealed that Netflix had paused funding for new projects in Nigeria as of late 2024, a move that sparked concern across the industry.
While Netflix denied any formal withdrawal, the mere possibility highlighted a larger issue: the need for industry reform, transparency, and ethical standards.
These revelations come on the heels of Amazon Prime Video’s similar shift, further underscoring that sustainability in Nollywood cannot rely solely on foreign investment—it must also be built on trust, professionalism, and accountability.
A Game of Numbers
Nigeria vs. South Africa
Despite Nigeria’s cultural dominance in African cinema, it lags in streaming subscriptions.
A report by London-based research firm Omdia shows that South Africa commands 73.3% of Netflix’s African subscriber base, while Nigeria contributes only 10.5%. That’s despite Nigeria producing far more content.
The disparity is largely due to infrastructure. South Africa boasts more reliable internet access, higher income levels, and stronger tech infrastructure—factors that allow for higher adoption of streaming platforms.
Netflix currently has 1.6 million African subscribers, with a projection of 2.2 million by 2030. For Nigeria to capitalize on its content strength, it must solve critical issues like broadband access, data affordability, and electricity reliability.
Looking Ahead: Nollywood as a Global Storytelling Powerhouse
Despite the hurdles, Nollywood’s future remains bright. The industry is now more than a source of entertainment—it’s a tool for cultural diplomacy, economic empowerment, and continental storytelling.
In 2023, The Black Book, a Nigerian thriller, became the most-watched African film on Netflix, symbolizing just how far the industry has come. Not bad for a sector once underestimated by critics, dismissed by purists, and largely ignored by global gatekeepers.
The stories are richer. The voices are louder. The vision is bolder.
And as the tides continue to shift, one thing is clear: Nollywood is no longer on the sidelines of global cinema. It’s taking center stage—one stream at a time.
