How Government Can Foster Nollywood’s Growth Through Children’s Entertainment

The Nigerian entertainment industry continues to evolve, presenting opportunities for further growth if systemic challenges are adequately addressed. Nollywood, the country’s film industry, is celebrated as one of the largest globally, ranking alongside Hollywood and Bollywood. Its vibrant storytelling and emergence of celebrated actors have driven substantial growth, with projections from the Nigerian Entertainment Conference (NECLive) estimating Nollywood’s revenue to hit a staggering $14.82 billion by 2025.

However, this success has also created misconceptions. Many assume that Nollywood, with its vast audience, is self-sufficient and no longer requires strategic intervention. As Film Director and Anthill Studios founder Niyi Akinmolayan points out, this view is outdated: “There’s a disconnect between what’s actually happening in the industry and government stakeholders. They still think our film industry is the Nollywood of the 90s.”

Challenges Facing Nollywood
The industry’s current trajectory highlights significant gaps that hinder its global competitiveness. Poor funding, inconsistent policies, inadequate infrastructure, a lack of expertise, and persistent piracy are critical challenges. While private and foreign investments have filled some gaps, reliance on these sources has implications for local content control and accessibility. Government support, though well-meaning, has often been insufficient. For instance, the Creative Economy Development Fund (CEDF) launched in December 2023 provided a promising initiative, but its limited reach—benefiting just four actors and producers—undermined its potential impact.

Untapped Opportunities in Children’s Programming
A particularly neglected segment of Nollywood is children’s programming. This niche holds enormous potential to foster inclusivity, strengthen cultural narratives, and create future industry leaders. Akinmolayan highlights the significance: “In a world filled with entertainment options, it’s essential to find films that inspire and ignite curiosity in our children. Unfortunately, the local film industry has often overlooked this segment.”

Anthill Studios has begun addressing this gap with productions like MIKOLO, a children’s film designed to inspire big dreams and resilience. The film’s global success underscores the demand for family-centric content rooted in African stories.

Why Government Involvement is Crucial
Given the prevalence of unwholesome content in global media, government intervention is vital to promote high-quality, Africa-themed children’s programming. Private sector sponsors often shy away from funding children’s content due to its perceived lack of commercial appeal. Meanwhile, foreign investors like Netflix and Amazon Prime Video have become dominant players in Nollywood, driving investments but also raising concerns about cultural preservation and profit repatriation.

Strategic government action could address these challenges through:
Specialized Funding: Establishing grants and subsidies for children’s content creators.
Policy Direction: Implementing regulations to ensure a quota for locally produced children’s programming on broadcast platforms.
Capacity Building: Supporting training schools to nurture talent in animation, screenwriting, and film production for younger audiences.
Infrastructure Development: Investing in film studios and post-production facilities equipped for children’s programming.

The Broader Impacts of Investment
A robust focus on children’s entertainment would yield far-reaching benefits. It would instill cultural values in younger generations, promote social cohesion, and enhance Nigeria’s soft power globally. For Nollywood, it represents an opportunity to diversify content and revenue streams, ensuring long-term sustainability.

Building a Competitive Landscape
With the right policies and financial support, Nigeria could position itself as a global leader in children’s entertainment. Akinmolayan sums it up: “We aspire to create a landscape of Nigerian entertainment where every child can find inspiration, excitement, and life lessons in the stories that unfold on screen.”

The government’s active participation could ensure that the sector becomes not only a source of national pride but also a global powerhouse for culturally rich, high-quality children’s programming. The time to act is now.
Ekwue is a Lagos-based content creator and social commentator