The localised debut of Amazon Prime Video’s streaming service in Nigeria, one of Africa’s largest markets, has been announced.
The tech giant is making an effort to increase its subscriber push in new markets like Africa, much like it did in Southeast Asia a few days ago, by increasing its investment in local production, announcing slates of localised originals, and providing customers with discounted Amazon Prime membership options.
As part of its global expansion into more than 200 countries, Amazon Prime Video debuted in Africa in 2016, giving Netflix’s global strategy, in the same year, some severe competition.
That has changed in Nigeria and throughout Africa as a result of the company’s intentions to enter new markets like South Africa.
Customers in Nigeria may access more than 20,000 original TV episodes and movies within its ecosystem, including “The Boys,” “All or Nothing,” “Reacher,” and “All the Old Knives,” the firm claimed in a tweet from its official account, Prime Video Naija.
— Prime Video Naija (@primevideonaija) August 4, 2022
After a seven-day trial, the service will cost $2,300 each month (around $4), according to its website.
As a result, consumers in Nigeria will be able to sign up for Prime Video for the first time using local cash, and unlike how most users have previously accessed the platform for region-specific content, they won’t need a VPN to stream media on the service.
15 million more video-on-demand customers are expected in Africa by 2026, and Prime Video is competing with rival streaming services like Netflix, Disney+, Canal+, and Showmax for their business.
In comparison to Netflix’s 3 million users, Prime Video has 600,000 subscribers in Africa and might acquire 1.5 million more over the course of the next four years, according to analytics company Digital TV Research.
Prime Video has been cooperating with Nigerian filmmakers and content producers about the creation of original and licenced material in order to increase its market share amid a streaming competition for African content and users.
The service has made strategic moves over the past few months, including terminating agreements with Anthill Studios, Inkblot Productions, and Evoke Studios for theatrical distribution, hiring Insight Publicis as its creative agency, and hiring senior executives like Wangi Mba-Uzoukwu, head of Nigerian Local Originals, to create original video content in Nigeria, the continent’s largest film market.
“Gangs of Lagos,” a locally produced crime action film that will be available on Amazon Prime Video later this year, follows the lives of three pals as they move through the streets of Isale Eko in Lagos, Nigeria’s commercial capital.