The latest Africa No Filter report has found that African creatives are finding new audiences among the youth, who have grown their proclivity for local content.
The narrative change organisation’s report indicates that Africans are consuming African films equally as much as the US or international content.
The report states that “Most respondents watched films every week, whether local/African films (67per cent) or US/international films (66per cent). However, among respondents who had watched between one and seven films, slightly more respondents had watched local or African films (57per cent) than international or US films (53per cent).”
North Africans were the least likely to have watched a film, accounting for only 45 per cent. However, they were equally as likely to have watched local/African and US/international films (51per cent).
West African countries were marginally more likely to watch local/African films (70per cent) than international films (67per cent).
“International films received a marginally greater audience in East Africa (78per cent) and Southern Africa (73per cent) compared to local/African films. Nevertheless, respondents from Côte d’Ivoire were most likely to have watched a film, whether local/African (86per cent) or international/US (76per cent),” Africa No Filter reports.
The report found that “Given the minor differences, it seems that audiences are as interested in watching local/African films as they are in watching international films.”
Recent analyses have indicated that Africa’s young population is helping to drive video subscription business revenue for streaming services as content-on-the-go shakes the African media market.
International streaming services like Netflix have also taken note of the shifting trend in Africa towards local content and are now co-producing films and reality series like the popular Young, Famous & African.
According to media reports, Netflix, Showmax, Disney, and Amazon have been studying consumer habits in Africa to appeal to its one-billion-plus audience.
The report notes that MultiChoice’s Showmax, which has invested heavily in original African content, is beginning to reap the reward as African content now accounts for 40 per cent of its viewing.