How Amazon Studios wants to penetrate the Nigerian market

Eberechukwu Etike
*Amazon Studios is looking to set up a London-based team for creating Nigeria Originals | *Interested candidates should have an in-depth understanding of Nigerian culture and languages
Amazon Studios
Wedding Party 2 by Kemi Adetiba

Amazon Studios, global content and distribution platform, in a bid to expand its Prime Video across the African market, is currently looking to hire at least three senior executives to help develop original content in Nigeria.

Amazon Studios has expanded its streaming services across more than 240 countries including Nigeria. This new investment may be key to helping the Nigerian film industry gain more recognition.

Amazon Studio- Prime Video logo
Source: Prime Video

According to the job listing as of April 11 on the company’s website, there is vacancy for the role of a senior movies creative, senior scripted series creative, and a head of Nigerian originals. The role is based in London and they are to report directly to Ned Mitchell, the Los Angeles-based head of originals for Africa and the Middle East for Amazon Studios.

Also, these interested candidates are expected to bring “an in-depth knowledge of the Nigerian entertainment landscape,”. Other qualifications needed include fluency in English, Nigerian Pidgin and one or more indigenous language.

Amazon Studios in Nigeria

Atlas, Nollywood production’s growing volume has led Amazon to set up a team to create original content.

Amazon has introduced the Nigerian audience to Prime Video after licensing its movies. In mid-December of 2021, Prime Video announced a licensing deal with a Nigerian production house, Inkblot Studios.

It also got another deal on January 7 with Lagos-based Anthill Studios. This deal is going to give Amazon Prime subscribers access to Anthill’s theatrical releases.

Amazon catching up with Netflix and ShowMax

Africa has become one of the major new battlegrounds for subscriber growth. Many streaming platforms are investing big into the continent, hoping to have leading original content.

For Netflix, it has had a series of originals including King of Boys, a seven-episode series. It is currently following Blood Sisters, an original show produced by EbonyLife Studios. ShowMax on the other hand has released its much anticipated original reality show, The Real Housewives of Lagos, which debuted last week.

With this, Amazon Studios has its competitors already at a higher ground. But, with this new agenda and talented team members, it hopes to release blockbuster originals on Amazon Prime Video to its over 200 million subscribers.

There is a possibility that Africa will have over 15 million video-on-demand subscribers by 2026 tripling its current number. While, in Nigeria, the number of users is expected to amount to 50 million by 2026.

In other words, it is either the film industry has grown into a global powerhouse or it is just a market that the global powerhouse must invest in for its own success growth.

Nevertheless, this is a win for both the Nigerian film industry and Amazon Studios.


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