Do African Creators Really Need Netflix to Go Global?

We've Been Building Our Own Tables All Along.

The other day, I stumbled on an article discussing how Netflix is scaling back on original productions in Nigeria owing to economic pressures. It got me thinking—does Nigeria, or Africa for that matter, even need Netflix to take its stories global? Spoiler alert: not really.

For decades now, Africa’s creative industries have been shaping global culture without waiting for a "thumbs up" from big international platforms. Nollywood, Afrobeats, and countless other art forms didn’t need a Netflix-size stamp of approval to define trends, set standards, and captivate hearts across continents. These stories were carried forward by sleepless grit, pure talent, and the deep pulse of African storytelling. Yet, here we are, having to remind global platforms of something they should already know—Africa is the vibe.

But there’s more to this conversation. Here’s the truth no one likes to say out loud—some platforms and companies roll into African markets with double standards. They’ll demand Hollywood-level execution while offering third-tier budgets. Would this fly in LA or London? Not a chance. Why should Africa settle for less?

Now, I’m not saying Netflix hasn’t done some good. Their spotlight has brought added attention to some amazing Nigerian productions. But let’s acknowledge something crucial. African creators are more than just a “scene to tap into.” We’re trailblazers, cultural pioneers, and, quite often, two steps ahead of the wave. The value has been here all along; the world is just catching up.

There’s another layer to the puzzle—home-court support. Why are sectors that can literally shape how the world views Africa so often underfunded and dismissed? Nollywood alone contributes billions to Nigeria's GDP. Afrobeats are headlining concerts and dominating charts worldwide. These creative industries do more to build soft power than any shiny government conference. Yet, funding is rare, infrastructure is weak, and local support for creators is patchy at best. How does that make sense?

To my fellow creators out there, this is your reminder about your power. You don’t just tell stories; you influence how entire continents are imagined. Your work shifts perspectives, fuels economies, and pushes culture forward. If external platforms want a seat at your table, they need to pay the price—and on your terms. And if they won’t? Well, we’ll just continue betting on ourselves. Building our own platforms. Owning our success.

We don’t need Netflix to tell us our worth. We’ve had it all along.