Local films are more popular with West African audiences than international or American films.
This was revealed in a recent report published at the end of September by the NGO Africa No Filter in partnership with Facebook and the African Union. Based on a survey of 4,500 people aged 18 to 35 in nine African countries (Ghana, Nigeria, Kenya, Uganda, South Africa, Zimbabwe, Ivory Coast, Egypt, and Morocco), the report aims to highlight African soft power and the capacity of African creativity to transform the continent.
Here are the main findings of the report:
- The majority of respondents watch movies every week, whether local/African movies (67%) or American/international movies (66%).
- Among respondents who watch between one and seven films per week, 57% say they watch local or African films.
- This latter trend is confirmed in West Africa, where respondents are more likely to watch local/African films (70%) than international/American films (67%).
- On a more regional scale, respondents in Côte d'Ivoire are more likely to have watched a local/African film (86%) than an international/American film (76%).
African and local audiovisual content is increasingly in demand on the continent. Television channels have understood this, and so have VOD platforms! Netflix, HBO, Amazon… Even if the market is still a little immature, VOD platforms are launching on the continent. With the arrival of digital terrestrial television, the proliferation of local channels, and the presence of established players, competition promises to be fierce, with the battle being fought mainly over content. To attract subscribers, platforms are redoubling their efforts to offer high-quality content tailored to local realities.
Find the full report here.