The African Entertainment Scene in 2020, by the numbers
Streaming, both in music and VOD, grew significantly in the continent
This is my last newsletter of the year! I have published 11 newsletters so far, (but technically one was an intro), and the response has been great. You’ve loved some newsletters more than others no doubt but all in all, it’s been great; 15 likes, 5 comments and now we’re at 200 subscribers and growing. Those numbers mean a lot to me, but more than numbers, I have felt even warmer with every personal comment I’ve received from friends and readers across the Internet.
It's been an interesting year. The world of entertainment had to quickly reorganize itself in ways not seen before with streaming taking the biggest trophy. How did the pandemic affect the African entertainment scene?
In keeping up with numbers, I've decided to end the year by sharing figures which you will find particularly interesting in relation to the African entertainment scene. They may or may not be a pointer to the future that's 2021 because as we've seen, things always change.
Music
Africans streamed more music in 2020 than previous years. According to a research piece by WeeTracker, 72% of music streaming platforms are homegrown in Africa; meaning, developed in the African continent by Africans with the rest being international. This means that investors are keen on pushing African music in new ways.
As expected, Nigeria, Kenya and South Africa still have the biggest share of consumers of music streaming platforms.
In terms of which music streaming platforms are leading the pack, this chart from the WeeTracker report is helpful:
Which platform(s) are you subscribed to?
Tanzania's Diamond Platnumz also made news this year; YouTube reported that he was the first Sub-Sahara African artist to hit 1 billion views on its platform.
American music magazine, Billboard, also released its list, titled “Billboard’s Top 15 Sub-Sahara African artists" where Burna Boy emerged on top.
The Small Screen
Well, I should probably have titled this subheading as 'Netflix' lol. Streaming giant Netflix, gained more subscribers in Africa this year, with South Africa and Kenya havinh the highest share of subscribers.
According to Digital TV Research, a London-based industry forecaster, in a post published by the Wall Street Journal, pointed out that Netflix said that, "viewing in South Africa, the continent's most-developed economy, more than doubled from January to November versus the same period in 2019.”
The graph (below) from Digital TV Research shows Netflix has gained close to 2million subscribers in Africa, followed closely by Showmax. Netflix is investing more in local content, a strategy which has worked for Showmax. In September, Netflix in South Africa also introduced mobile-only packages, with the more expensive plan allowing subscribers to watch shows on bigger devices such as laptops. Showmax is also relatively affordable to more African countries, considering in Kenya, Showmax has partnered with telcos to bundle together Internet offers with the streaming package for better viewing experiences.
Netflix subscriber growth in Kenya:
Streaming services in Africa by the numbers:
Multichoice, the parent company to Showmax, has also introduced a new decoder that accomodates the streaming platforms on DSTV, it's digital transmission TV. The new decoder has already added Netflix, Showmax and Amazon Prime. Despite being a leading digital transmission TV provider in Africa, the company has seen the need to be part of the future; Showmax is a direct competitor to the likes of Netflix but the decoder allows for other streaming platforms to be part of its bouquet, thus, retaining streaming audiences.
In a first-of-a-kind collaboration, Disney + (which is still not available in Africa), partnered with Kugali, a Nigerian entertainment company, to adopt Iwaju (Yoruba for 'The Future'), a comic to an animated TV series which will stream on the platform from 2022.
Key takeaways:
Streaming is the future so if you're an artist (film or music), think of ways to enhance consumption and distribution of your art in online formats
The African digital market looks promising which could mean more investment and more opportunities for African creators
There will likely be more collabs coming up so write that script/song, attend workshops that will not only help you grow but put you out there
If you're all about supporting African art (film/music), consider spending your time consuming African shows and songs on streaming platforms because every view counts
There's a lot to be excited about in 2021 despite the challenges that are there.
So, I found out about the Circle Art Gallery in Nairobi and it's the perfect place to head to if you are an art lover and happen to be in Kenya, or visiting Kenya. The piece (below) caught my eye. It's a combo of shredded aluminium cans woven on galvanized steel mesh, created by Dickens Otieno. That is some creativity and effort. The page has featured a lot of artists that you can check out but if you get the time, go drift away in wonder at the gallery. This is not a sponsored post lol.
Which of the newsletters have you enjoyed the most this year? What would you like me to improve on? What would you like to me to add or get rid of? Inbox me, I wouldn't mind catching up over a cup of coffee as well.
Thank you for being part of my journey this year, I look forward to sharing more insightful pieces about African entertainment next year.
I hope you conclude 2020 in a fun way if you can. Let's meet in 2021!
I always enjoy reading your posts,brief a d precise 👌