Africa’s streaming market is projected to reach 46.3 million users by 2029, with revenues expected to hit $5.4 million in 2025. While Netflix and Amazon Prime currently dominate the sector, Kava, a new platformplans to enter the market in August 2025.
Created through a partnership between Inkblot Studios and Filmhouse Group, Kava is launching with over 30 Nollywood titles and adding new releases weekly.
Kava’s leadership sees the platform as more than a streaming service. It is positioning itself as a bold evolution for Nollywood, meant to meet growing demand for premium African content and to celebrate African identity and creativity globally.
Titles available at launch include Alakada Bad and Boujee, Owambe Thieves, What About Us, A Lagos Love Story, and House Job, with future plans for original content.
The launch comes at a pivotal moment when Netflix and Prime Video are reducing their investments in Africa, creating an opportunity for homegrown alternatives. However, the path isn’t easy.
Streaming Market in Nigeria
iROKOtv, an early player, found it challenging to monetize locally and pivoted to focus on diaspora audiences. In late 2023, the website was taken offline and mobile apps removed, sparking rumors of a shutdown. CEO Jason Njoku clarified it was instead a migration to a new platform and focus shift, not permanent closure.
The company paused marketing, and continued to lose ground in the face of steep competition, limited funding for African startups, and rising operational costs.
Whether it remodels to improve its chances, is yet to be known.
Even global giants like Netflix and Amazon Prime have struggled with declining purchasing power across key African markets, while Showmax has partially filled the gap for local content.
YouTube has become a go-to distribution channel for many filmmakers, but it doesn’t offer stable earnings or reliable sponsorship opportunities.
Kava aims to address these issues by offering a platform focused on fair compensation for creators. That notwithstanding, its commercial success will depend on providing meaningful earning opportunities and appealing to a local audience that’s cautious about spending.
