When the COVID-19 pandemic brought the world to a standstill in 2020, audiences turned to streaming platforms in search of more than entertainment. While sitcoms and superhero blockbusters remained popular, documentaries quietly surged in popularity, as viewers craved content that informed, not just amused.
Now, a bold new player out of Aba, southeastern Nigeria, a city once known for driving Nollywood’s DVD distribution era is stepping into that growing demand. OptimalVid, launched in 2024 by Praise Igwe and a team of engineers and content enthusiasts, is aiming to carve a niche in the crowded streaming space with a model tailored for budget-conscious users and documentary lovers worldwide.
With a global rollout of its mobile app scheduled for later this month, OptimalVid is launching with an attractive $2 monthly subscription. Uniquely, users will be able to pause their subscriptions for up to 10 days within a 30-day billing cycle—a feature designed to reflect the unpredictable nature of everyday life in developing economies. “If you’ve used 15 days of your subscription but know you won’t be streaming for the next few days, you can pause your plan and pick it back up later,” explained Praise Igwe, CEO and Co-founder.
This flexibility could resonate in markets where disposable income fluctuates, allowing users to maximize value from their subscriptions.
At launch, OptimalVid will rely on royalty-free and free-to-air documentaries, gradually expanding its catalog by licensing content from affordable marketplaces like All Rights and Filmhub, where bulk deals can provide up to 100 titles for $500 per month.
Though documentaries are still a niche category, they are rapidly growing in popularity. Market Research Future projects the global documentary streaming market will nearly double from $4.83 billion in 2025 to $8.95 billion by 2034. This shift reflects evolving audience behavior—one where viewers want factual storytelling and meaningful learning experiences. “People are tired of just made-up stories—they want content that adds value,” Igwe noted.
Despite its innovative approach, OptimalVid enters a fiercely competitive landscape. Global platforms like CuriosityStream, Kanopy, and DocuBay already serve millions of documentary fans. In Africa, AfriDocs offers free streaming, while giants like YouTube and Netflix dominate the space with blockbuster-level productions.
Still, OptimalVid hopes its low entry cost, pause feature, and eventual pivot to exclusive content will help it build a loyal user base. The startup is currently seeking to raise $1.5 million in seed funding, which will be used for licensing, infrastructure, and expanding its team.
Launching a global streaming platform from Nigeria poses serious challenges. The country’s streaming subscriber base remains limited compared to countries like South Africa. Netflix estimated that as of 2023, Nigeria had just 169,600 streaming subscribers, while South Africa had over 1.1 million.
Yet Igwe remains undeterred, positioning OptimalVid with a global-first mindset, inspired by platforms like IrokoTV, which pivoted from Africa-centric growth to global markets in search of higher returns.
To compete at that level, however, OptimalVid must eventually invest in exclusive and original content, a key growth driver for successful platforms. In 2024, Netflix committed a significant portion of its $17 billion content budget to originals, leading to a record 19 million new subscribers off the back of hits like Squid Game season two.
OptimalVid’s approach (lean content sourcing, flexible payments, and global vision) gives it a fighting chance in an oversaturated space. But the real test lies ahead: building a brand and library strong enough to keep viewers coming back. “We’re focused on documentaries now and want to stay in this space for the long haul. Once we’ve established leadership here, we might explore other verticals,” Igwe added.
In a world where streaming fatigue is real and audiences are increasingly selective, OptimalVid is betting that smart storytelling, economic flexibility, and content with substance can win the day.
