Into Africa: “There’s More African Content on Streaming. Who’s It For?”

Release Date: July 3, 2025
Host: Katherine N. Suzuki
Guest: Dr. Wunpini Fatimata Mohammad, Assistant Professor of Communication at Cornell University

1. Introduction

In this episode of Into Africa, hosted by Katherine N. Suzuki, the discussion centers around the surge of African content on global streaming platforms like Netflix and Amazon Prime Video. Dr. Wunpini Fatimata Mohammad, an expert in African media narratives, joins the conversation to explore the implications of this growth, particularly questioning the authenticity and target audience of these newly globalized African productions.

2. The Surge of Nigerian and Ghanaian Content on Streaming Platforms

Dr. Mohammad begins by outlining the factors behind the rapid increase of Nigerian and Ghanaian content on Netflix. She attributes this trend to Netflix's saturation in the U.S. market, prompting expansion into international territories, including Africa. She highlights three main drivers:

• Diaspora Influence: The African diaspora in the global north has significantly promoted African culture through music, food, and media, fostering a broader interest that streaming platforms capitalize on.

  "The African diaspora has done tremendous work in the global north to bring attention to African cultures..." (01:50)

• Globalization of Media: The rise of digital platforms like YouTube, Instagram, and TikTok has facilitated the global dissemination of African content, making it more accessible and appealing to international audiences.

  "The globalization of African content with the introduction or the advent of social and digital media platforms..." (03:10)

• Anglo-American Dominance: The preference for English-language content due to historical and ongoing Anglo-American cultural influence means that English-speaking African nations like Nigeria and Ghana receive more attention compared to Francophone or Lusophone countries.

  "Anglo American dominance is when we think about the ways in which English and American cultures dominate the world stage as far as pop culture is concerned." (02:30)

3. Old Nollywood vs. New Nollywood

A significant portion of the discussion delves into the transformation of Nigeria's film industry, distinguishing between Old Nollywood and New Nollywood.

• Old Nollywood: Focused primarily on Nigerian audiences, these films emphasized local cultures and identities, resonating strongly with African masses. Iconic movies like Karishika and Glamour Girls epitomize this era.

  "Old Nollywood movies centered African audiences, specifically Nigerian audiences." (05:54)

• New Nollywood: Aimed at a global audience, New Nollywood prioritizes high production values and narratives that appeal to Western elites. This shift often results in the dilution of authentic African storytelling, making films less relatable to local audiences.

  "New Nollywood is sort of this new iteration ... packaging Nigeria as a commodity for an external cosmopolitan, global elite audience rather than for African audiences on the continent." (07:05)

Dr. Mohammad argues that this transition compromises the essence of Nigerian stories, as filmmakers cater to perceived Western preferences, leading to a loss of cultural authenticity and alienation of the local viewer base.

4. Cultural Imperialism and Afropolitanism

The conversation shifts to cultural imperialism, where New Nollywood is seen as a vehicle for Anglo-American narratives that overshadow genuine African experiences. Dr. Mohammad introduces the concept of Afropolitanism, critiquing its focus on the aesthetics of African identity rather than the substantive, everyday realities of Africans.

• Afropolitanism: Defined by a glamorous portrayal of Africa, often associated with the elite who navigate global spaces with ease, disregarding the broader, more diverse African experiences.

  "Afropolitanism focuses more on the aesthetics of African identities... rather than the substance and the experiences of Africans on the continent." (10:51)

This approach perpetuates a narrow, often unrealistic image of Africa, ignoring the continent's complexities and challenges.

5. Authenticity and Audience Reception

Dr. Mohammad emphasizes the importance of authenticity in African media, noting that merely being produced by Africans doesn't guarantee genuine representation. She highlights discrepancies in audience reception between local viewers and international consumers, illustrating that globally-targeted content often fails to resonate with its intended African audience.

"When I watch Nollywood movies on Netflix here in the US And I go home and I'm watching Nollywood movies on television with my mother, there is a vast difference." (23:13)

This gap underscores the need for content that remains true to African narratives while still engaging a global audience.

6. Structural Factors and Artistic Autonomy

The discussion explores how structural elements within the industry, such as Netflix's content requirements, constrain African filmmakers. These constraints compel creators to conform to specific templates, sacrificing artistic freedom and authentic storytelling for broader market appeal.

"There are gatekeepers who are some of the people that are shaping the way that African stories are told, who are making requirements of filmmakers to follow..." (14:57)

Dr. Mohammad points out that some filmmakers manage to maintain artistic integrity by leveraging alternative distribution models, such as theatrical releases or platforms like YouTube, which allow for greater creative control.

7. Policy Recommendations for Authentic Representation

Drawing parallels with the European Union's quota system for local content on streaming services, Dr. Mohammad advocates for similar policies in African nations. She suggests implementing regulations that ensure a diverse range of African stories are produced and that revenues remain within the continent.

"We need to institute policies that protect our artists from being exploited by multinational companies..." (35:43)

Such policies would facilitate the production of both high-quality and average films, preserving the authenticity and diversity of African narratives.

8. Conclusion and Future Outlook

In wrapping up, Dr. Mohammad expresses optimism about the potential for authentic African storytelling to flourish by adopting robust policies and fostering collaboration among filmmakers. She emphasizes the necessity of prioritizing relatable stories that reflect the true diversity and complexity of African societies.

"We need to create the conditions for the diversity of African Stories to be told. Great. Excellent. Average." (35:43)

Katherine N. Suzuki concludes the episode by praising Dr. Mohammad's insights and highlighting her upcoming book, Media Culture and Rewriting the Subaltern Histories of Ghana, available for pre-order at the Rutgers University Press website.

Key Takeaways

• Growth Drivers: Diaspora influence, digital globalization, and Anglo-American cultural dominance are key to the rise of African content on streaming platforms.
• Authenticity Concerns: The shift from Old to New Nollywood raises questions about cultural authenticity and the representation of African narratives.
• Cultural Imperialism: Western-centric content frameworks can undermine genuine African storytelling, necessitating critical engagement and policy intervention.
• Afropolitanism Critique: Focuses on elite-centric, aesthetic portrayals at the expense of broader, authentic African experiences.
• Policy Solutions: Implementing local content quotas and protecting artistic autonomy can ensure diverse and authentic African stories thrive on global platforms.

Notable Quotes:

• "New Nollywood is ... packaging Nigeria as a commodity for an external cosmopolitan, global elite audience rather than for African audiences on the continent." — Dr. Wunpini Fatimata Mohammad (07:05)
• "Afropolitanism focuses more on the aesthetics of African identities ... rather than the substance and the experiences of Africans on the continent." — Dr. Mohammad (10:51)
• "We need to institute policies that protect our artists from being exploited by multinational companies..." — Dr. Mohammad (35:43)

This episode of Into Africa provides a critical examination of the intersection between African media production and global streaming platforms, urging stakeholders to prioritize authentic representation and structural reforms to support genuine African storytelling.