2024

Umbrella

<p>In August 2024, Nigerian Netflix subscribers were navigating a new reality: <a href="https://www.vanguardngr.com/2024/07/netflix-increases-subscription-price-by-40-for-nigerian-users/#:~:text=With%20the%20latest%20price%20update,of%20N5%2C000%20per%20month." target="_blank" rel="noopener">higher subscription costs</a> amid a challenging economic landscape. Despite these financial pressures, the month turned out to be a fascinating case study of how local and international content vied for viewers’ attention.&nbsp;</p> 
<p>Using data from Netflix’s Top Ten lists, we explore how Nollywood productions like “House of Ga’a” and “Something Like Gold” managed to hold their own against global juggernauts such as “The Umbrella Academy” and “Emily in Paris.”</p> 
<h5 id="week-1-july-29-august-4-2024-the-local-advantage" class="wp-block-heading">Week 1 (July 29 – August 4, 2024): The local advantage</h5> 
<p>As Nigerians adjusted to the new prices, local content remained a stronghold.&nbsp;</p> 
<p>“<a href="https://technext24.com/2024/07/29/movie-review-house-of-gaa-2024/">House of Ga’a</a>” continued to dominate the charts in its second week, reflecting a deep-rooted cultural connection that Nollywood has with its audience.&nbsp;</p> 
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<p>Meanwhile, the British superhero series “Supacell” also maintained its position, proving that international content with diverse themes can resonate strongly in Nigeria.</p> 
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<p>Supacell was particularly popular because “Obviously, a show focused exclusively on supercharged Black people living in a poor neighbourhood is already a rare thing. But Supacell stands out even more due to the culturally specific origin story it offers for its heroes: sickle cell anaemia,” <a href="https://slate.com/culture/2024/07/supacell-netflix-powers-origin-sickle-cell-black-community.html" target="_blank" rel="noopener">Slate</a> writes.&nbsp;</p> 
<h5 id="week-2-august-5-august-11-2024-global-hits-make-their-mark" class="wp-block-heading">Week 2 (August 5 – August 11, 2024): Global hits make their mark</h5> 
<p>During the second week of August, the arrival of “The Umbrella Academy: Season 4” in the Top Ten highlighted how global hits still command significant attention, despite economic pressures.&nbsp;</p> 
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<p>Yet, “House of Ga’a” continued to stand tall, marking its third week in the Top Ten and showcasing the loyalty of Nigerian viewers to homegrown narratives.</p> 
<h5 id="week-3-august-12-august-18-2024-a-new-nollywood-star-emerged" class="wp-block-heading">Week 3 (August 12 – August 18, 2024): A new Nollywood star emerged</h5> 
<p>Mid-August saw the rise of “Something Like Gold,” a Nollywood drama that captivated audiences from its debut, swiftly climbing to the number one spot.&nbsp;</p> 
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<p>This shift indicated that while international series like “Emily in Paris: Season 4” were gaining traction, local productions could still capture the top spot, reinforcing the importance of cultural relevance in content consumption.</p> 
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<h5 id="week-4-august-19-august-25-2024-holding-steady" class="wp-block-heading">Week 4 (August 19 – August 25, 2024): Holding steady</h5> 
<p>As August drew to a close, “Something Like Gold” and “Emily in Paris” both retained their positions in the Top Ten.</p> 
<p>The persistence of these titles underscores the dual appetite in Nigeria for both local and international stories.&nbsp;</p> 
<p>Despite the increased cost of access, viewers continued to engage with a broad spectrum of content, demonstrating that quality and relatability are key drivers of viewership.</p> 
<h4 id="why-this-matters" class="wp-block-heading">Why this matters</h4> 
<p>The August 2024 data reveal that while price hikes can influence subscriber numbers, they don’t necessarily dictate content preferences among those who remain.&nbsp;</p> 
<p>For Nigerian viewers, the balance between local and international content continues to shape their Netflix experience, with Nollywood productions holding significant sway even in economically challenging times.</p> 
<p>This nuanced consumption pattern suggests that content providers should focus on offering a diverse library that caters to both cultural tastes and global trends. For Netflix, it’s a reminder that even in markets facing economic pressures, the right mix of content can maintain viewer engagement and loyalty.</p> 
<p>However, <a href="https://www.linkedin.com/in/desmondebuwaekunwe/" target="_blank" rel="noopener">Desmond Ebuwa Ekunwe</a>, Film and TV producer (Alfred and Pat Films), thinks price hikes may affect those in the lower rung.&nbsp;</p> 
<p>“<em>The middle and upper-middle class, who are currently subscribed, will likely continue their subscriptions. However, as Netflix raises its prices, it risks alienating individuals with lower purchasing power</em>.”</p>
<p>The post <a href="https://technext24.com/2024/09/06/netflix-streaming-war-august-2024/">Content war: How Nollywood and global movies battled for streams on Netflix in August 2024</a> first appeared on <a href="https://technext24.com">Technext</a>.</p>

Content war: How Nollywood and global movies battled for streams on Netflix in August 2024

Technext.ng

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