Netflix’s dedication to telling African stories has become entrenched, with a diverse range of original local and transnational content resonating on a local and global scale.
In 2024, the subscribers of Netflix on the continent stood at an estimated 1.8 million to 5 million, according to industry analysts. The number illustrates the growth as well as the challenge of counting its total reach on the continent. By 2025, Netflix’s subscriber base in Africa is projected to reach approximately 6.9 million, according to industry forecasts.
Top African Originals of 2025
Incredible original African series and films have been strong attractions among audiences as they reflect how richly this continent’s narratives have taken:
- Blood & Water: This South African series tells the story of Puleng Khumalo as she tries to uncover her family heritage while mingling with the elite citizens of Cape Town.
- Queen Sono: The first original African Netflix spy thriller was all about espionage and private struggle.
- Young, Famous & African: This Reality Series represents the lives of prominent African entertainers and A-listers from South Africa, Nigeria, Uganda, and Tanzania.
- JIVA!: This series showcases the dance culture of South Africa and follows a path toward dreams against all odds.
- The Brave Ones: Brought about the intertwined factors of mythology and modernity, telling the story of a woman blessed with extraordinary powers set out to protect her community.
- Savage Beauty: It’s an incendiary drama revealing the infamous sides to the beauty industry
Netflix Kenya Originals
Kenyan content on Netflix has just gotten a whole new dimension, bringing stories closer to home that are actually worthwhile:
- Volume: A tasty Kenyan crime thriller that sets the stage in Nairobi’s underground music scene and the dreams of young talent trying to make it in the business.
- Poacher: A short film that narrates the story of a desperate farmer stealing ivory from international terrorists with the poaching business repercussions on Africa’s elephant population.
- Sincerely Daisy: A Kenyan movie regarding a high school graduate’s dreams and the obstacles she meets, touching upon family, love, and ambition.
- Disconnect: A romantic comedy that presents modern Nairobi in all its ugly complexities. Love, heartbreak, friendship – all of which are explored through this unique lens with a group of friends.
Streaming Habits and Audience Preferences
African audiences have built a growing taste for local content, with numerous audiences viewing content on mobiles due to affordable mobile data bundles as well as growing smartphone penetration. Data in 2024 indicates that over 65% of Netflix’s African viewership watches on mobile, with smart TVs and laptops accounting for the remaining 35%.
Genres such as crime drama, reality, and supernatural thrillers are drawing massive numbers, suggesting the pursuit of interesting, culturally relevant storytelling.
Viewership peaks during weekends and holidays, particularly for family-friendly and comedy content, suggesting a strong inclination toward communal viewing experiences.
Comparison with Other Streaming Services
Although still dominant in African streaming, contenders have started popping up with domestic content too:
Amazon Prime Video:
- Newly invested in local Africans, with shows like Gangs of Lagos trending in Nigeria.
- Competitive subscription plans, however, continue to offer less in content than Netflix.
Showmax (Owned by MultiChoice):
- One of the leading local players, with a good slate of African original series, including The Wife and Blood Psalms.
- Its bundling with DStv provides it with an inherent advantage for existing satellite TV homes.
- At the end of 2024, Showmax had approximately 2.1 million African subscribers, surpassing some estimates of the regional viewership of Netflix.
Disney+:
- Though international franchises are the target, Disney+ has begun experimenting with African partnerships, with future content specifically made for African audiences.
- Limited amount of original African content but growing library of African-American stories engaging viewers.
YouTube and Local VOD Platforms
- Increasingly, YouTube is a legitimate rival for short-form African content, with open access to web series and indie productions.
- Specialized markets are catered to by domestic platforms like Viusasa, offering low-priced model pricing and regional–language content.
The Shutdown of iROKOtv
iROKOtv, the pioneering digital entertainment company in Africa, officially closed down its streaming operations in 2024. The once-cherished brand hailed as the African Netflix equivalent was unable to make it economically viable to compete with increasingly stiff competition and consumer trend shifts. This closure of its streaming platform further confirms that local streaming platforms are unable to keep pace with such global giants as Netflix, Amazon Prime Video, and Showmax.
Netflix Strategic Investments and Collaborations in Africa
Beyond content creation, Netflix’s strategy in Africa includes investing in local talent and partnerships:
- South African Content Expansion: Announcing in an MIP Africa statement, Netflix released a roster of local series and movies, featuring “Miseducation,” “Yoh‘ Christmas,” and “Savage Beauty” Season 2. Local producers are involved with production aiming to document genuine South African culture.
- Localization of Reality Shows: “Love Never Lies: South Africa,” the localized version of the Spanish reality show, was live from November 29, with couples undergoing eye-scanner lie-detector tests to battle for a cash prize.
- Output Deals with African Filmmakers: Netflix bought multi-project agreements with renowned African filmmakers, including Mandlakayise Walter Dube, to direct a variety of projects, emphasizing the platform’s commitment to local creators.
Global Impact and Future Prospects
The global popularity of African stories is a testament because they transcend borders, offering themes that are universal across the world. The investment by Netflix has provided not only content but also economic returns in the African creative economy.
As the world continues to crave diverse content, the role of Netflix in providing African voices with a bigger platform places the continent squarely on the global entertainment industry map.
With increasing competition from other streaming services, Netflix’s continued dominance in Africa will be through its pricing structures, increased local collaborations, and continued investment in compelling African content.
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