Guide to Acquiring Film Rights in Africa: Detailed Instructions
In the ever-evolving world of film and television, Africa presents an exciting opportunity for content creators. A centralized, dynamic database is essential to navigate this landscape, helping us find active buyers and understand their unique needs in film licensing across the continent.
Major Players and Regional Focus
To tap into this thriving market, it's crucial to focus on major streaming platforms, pay-TV operators, and international buyers involved in African content distribution. Key active buyers include Netflix, projected to have about seven million subscribers in Africa by 2029, making it the leading SVOD platform on the continent [1]. Showmax follows closely, with an expected 3.7 million subscribers in 2029 [1]. MultiChoice, Africa’s largest pay-TV company operating DSTV and GOTV, is also a major content buyer and distributor within the region, although it faces pricing and regulatory scrutiny [3].
Understanding these buyers' needs requires awareness of regional content preferences, pricing sensitivity, and regulatory environments. For instance, MultiChoice customers in Ghana demand more affordable subscription fees due to local economic factors and content relevance concerns [3]. International buyers and global streamers look for African films and TV content that can appeal both locally and internationally, navigating challenges such as distribution hurdles and content quality [2].
Engaging Buyers Effectively
To identify and engage these buyers, several strategies can be employed:
- Monitor subscription video-on-demand platforms popular in African markets (Netflix, Showmax).
- Track pay-TV operators like MultiChoice, who are key regional buyers and distributors.
- Attend African film markets, festivals, and trade shows that connect content producers with buyers.
- Utilize industry databases and platforms such as Vitrina for networking with financiers, licensors, and commissioners operating in Africa and globally [4].
- Study local market economics and regulatory impacts that shape buyer preferences and affordability.
Effective buyer engagement hinges on offering content aligned with local tastes, price sensitivity, and digital consumption trends, while navigating evolving regulatory landscapes that affect platforms like MultiChoice [3][5].
A Smart Windowing Strategy
A smart windowing strategy can increase the lifetime value of content in film licensing across Africa. The windowing strategy involves licensing rights across different platforms over time, such as first window (exclusive), second window (non-exclusive), and third window (non-exclusive).
The first window is often the most lucrative deal, licensing exclusive "Pay 1" rights to a major player like Showmax or Canal+ for a 12-18 month term. After the first window closes, non-exclusive rights can be licensed to free-to-air TV stations in key countries.
Tailoring Content for Africa
Content must be tailored to the linguistic and cultural nuances of these regions in film licensing. Every buyer has a specific content mandate, and personalized pitches are necessary to reflect this research. Local and diaspora content is in high demand, but there are also strong niches for international genres like action, drama, and kids' content. The key is matching the right genre to the right buyer.
Approaching a Diverse Market
The African market should be approached as diverse, with distinct regions such as Anglophone West Africa, Francophone Africa, Southern Africa, and East Africa. A region-by-region or country-by-country strategy often yields higher returns in film licensing across Africa.
The Future of African Film and TV
The African market is one of the most exciting opportunities in the global entertainment industry today, with a growing market, a hungry audience, and rapidly improving digital infrastructure. Africa's VOD market is projected to have over 15 million subscribers by 2026. However, the market is fragmented, with 54 countries, different regulatory environments, and the difficulty in identifying and connecting with the right, active buyers across different regions.
Our website is a dynamic intelligence tool for global content licensing, providing verified data on thousands of buyers across Africa, their content preferences, and real-time updates on their acquisitions. With this information at your fingertips, content creators can navigate the African market with confidence and success.
[1] Netflix Subscribers in Africa by 2029
[2] African Content in the Global Streaming Market
[3] MultiChoice Faces Regulatory Scrutiny in Africa
[4] Vitrina: A Platform for African Content Networking
[5] The Rise of Ad-Supported Streaming in Africa
Entertainment is a significant aspect of the African market, particularly in film and television, with major streaming platforms, pay-TV operators, and international buyers playing pivotal roles in content distribution. To engage these buyers, content creators can monitor popular SVOD platforms, track key players like MultiChoice, attend African film events, utilize industry databases, and study local market economics. A smart windowing strategy can increase the value of content in licensing, while matching the right genre to the right buyer and tailoring content to regional linguistic and cultural nuances will enhance success in the diverse African market.
