Reel change: Rise of streaming platforms has led many producers to shift focus — Olusanya

It’s no news that the Nigerian film industry, affectionately known as Nollywood, has long been a powerhouse of African storytelling. However, the traditional model of filmmaking and distribution is undergoing a significant transformation.

The explosive growth of streaming platforms in Nigeria has led many filmmakers to reassess their strategies, shifting focus from the traditional cinema-to-DVD distribution model to catering to the burgeoning demand for online content.

As streaming giants like Netflix, Amazon, Prime, and local players like IrokoTV and Africa Magic vie for dominance, Nigerian filmmakers are adapting to the new landscape, embracing innovative storytelling, fresh talent, and cutting-edge technology to reach a wider, more diverse audience.

According to a filmmaker, Segun Temitope Olusanya, the rise of streaming platforms like Netflix, Prime Video and Amazon has led many producers of TV series to shift their focus towards feature films, motivated by the potential for greater returns on investment.

He noted that despite Nollywood’s significant progress, demonstrating strengths such as high production volume, cultural relevance, global recognition, limited funding, piracy and weak regulatory enforcement continue to hinder its full potential.

Speaking at a recent event in Lagos, Olusanya shared his plans for the Nigerian film industry for the year, stressing that in order to foster growth, the government must implement several key measures.

These measures include providing financial support to filmmakers, developing infrastructure, enforcing anti-piracy laws, investing in education and training programs, and encouraging international collaborations to promote Nigerian culture on a global scale.

While urging stakeholders to address factors contributing to the perceived decline, such as rushed production schedules, insufficient training, and an excessive focus on commercial appeal.

He, nevertheless, recognised that despite numerous challenges, the industry has continued to produce outstanding films that showcase the country’s talent to audiences around the globe.

Olusanya, who is experienced in soap opera film production, expressed confidence that Nollywood has the potential to become a major player on the global stage with continued investment in talent, infrastructure, and regulation.

Discussing his extensive experience in the industry and his contributions to its development, he stated that his passion for filmmaking was sparked by the prominent AK Media and Wale Adenuga Productions.

He said, “My journey exemplifies the importance of passion, perseverance, and teamwork. I take pride in being part of this adventure and am eager to see what the future brings for Nigerian film production. My passion for film production developed gradually, shaped by my early exposure to the industry, my relationships with professionals, and my innate curiosity and drive.

“I have been in the film industry for over 14 years, during which I have established myself as a reputable producer and executive producer in Nigeria. My success is driven by a commitment to unique storytelling, keen attention to detail, adaptability, and, importantly, the grace of God.”

“Dedication, hard work, and divine grace have been key factors in my achievements. I have decided to diversify my portfolio by producing both TV series and shooting at least two feature films this year,” the filmmaker added.