Amazon Prime Video Expands to Nigeria with Localized Service

Amazon Prime Video Expands to Nigeria with Localized Service

Amazon Prime Video has officially launched its localized streaming service in Nigeria, aiming to cater to one of Africa’s largest entertainment markets. This move is part of Amazon’s broader strategy to grow its subscriber base globally, with an emphasis on localized content and services tailored to specific regions.

The service, which initially became available in Africa in 2016, lacked local-language interfaces, subtitling, and original content tailored for the region. That changes with this rollout, as Prime Video introduces Nigerian customers to over 20,000 titles, including popular originals like The Boys and Reacher. The subscription is priced at ₦2,300 per month (~$4) after a seven-day free trial, allowing users to pay in local currency and access content without needing a VPN.

 

This expansion positions Prime Video as a strong competitor in Africa’s burgeoning video-on-demand market, projected to reach 15 million subscribers by 2026. While Netflix leads the region with approximately 3 million subscribers, Amazon’s current 600,000 subscribers could grow significantly with this localized approach, aiming to add 1.5 million new users over the next four years.

To enhance its offerings, Amazon has partnered with prominent Nigerian filmmakers and studios, including Anthill Studios, Inkblot Productions, and Evoke Studios, to create original and licensed content. It has also hired industry leaders like Wangi Mba-Uzoukwu to spearhead local original productions.Among the first Nigerian projects is Gangs of Lagos, a crime action film set in Lagos’ bustling Isale Eko district. The movie follows the lives of three friends navigating the complexities of their environment and is expected to debut later this year.

This localized launch reflects Prime Video’s commitment to investing in African content and audiences, joining a competitive streaming landscape alongside Netflix, Disney+, Showmax, and others.

As the demand for diverse, region-specific content continues to grow, Amazon’s strategic focus on Nigeria positions it to capture a significant share of the markett.

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