Step 1: Stop Thinking of Africa as One Market

The single biggest mistake I see people make is creating an “Africa strategy.” That’s like having just a “North America strategy” that doesn’t differentiate between Mexico and Canada. It’s lazy, and it will fail.

The continent has 54 countries, multiple language zones (Anglophone, Francophone, Lusophone, Arabic), and vastly different economies and media landscapes. You need to be specific.

Key Regional Hubs to Focus On

• Nigeria: Home to Nollywood, it’s a content powerhouse. The demand for local and international content is massive, driven by a huge population and platforms like IrokoTV.
• South Africa: The most developed media market. It has a mature broadcasting sector and is a major hub for SVOD platforms like Netflix and the local giant, Showmax. This is often the first entry point for international distributors.
• Kenya: A dominant market in East Africa with a growing middle class and high internet penetration. Local broadcasters and SVOD services are hungry for content.
• Ghana: A strong creative industry and a key market in West Africa, often working in tandem with Nigeria.

Your action item: Pick one or two of these hubs to start. Don’t try to conquer the whole continent at once. Research their specific content needs and regulations before you do anything else.

Step 2: Find the Real Buyers (SVOD, Pay-TV, and Broadcasters)

Once you’ve narrowed your focus, you need to know who is actually writing the checks. The buyer landscape is a mix of global giants and powerful local players.

The Major Players

• Global SVOD Platforms: You know their names. Netflix, Amazon Prime Video, and Disney+ are all aggressively commissioning and acquiring content in Africa. They need both African originals and international content to satisfy their growing subscriber bases.
• Regional SVOD Champions: Don’t overlook the local heroes. Showmax (part of the MultiChoice group) is a dominant force, investing heavily in local productions. IrokoTV is a key player for Nollywood content. These platforms often have a deeper understanding of local tastes.
• Pay-TV Providers: Companies like MultiChoice (DStv) and StarTimes are giants in the traditional broadcasting space across the continent. They license a huge volume of content for their various channel bouquets.
• Free-to-Air Broadcasters: National and private broadcasters in countries like Kenya (Citizen TV) and Nigeria (Channels TV) are always looking for affordable, high-quality content to fill their schedules.

Finding the right acquisition executive at each of these companies is the real challenge. Their roles change, their needs are specific, and getting a response can be tough. You need a reliable way to identify who is looking for what, right now.

Step 3: Get Your Content Ready for the Market

You can have the best film in the world, but if it’s not properly prepared for the market, it won’t sell. It’s that simple.

First, think about localization. While English is widely spoken in business, providing options for subtitles in French, Swahili, or Portuguese can dramatically increase your content’s value and reach. Don’t assume everyone wants to watch in English.

Your Essential Sales Toolkit

You absolutely need a professional Electronic Press Kit (EPK). This isn’t optional. Busy acquisition execs won’t chase you for information. Make it easy for them to say yes.

Your EPK is your digital handshake. A sloppy, incomplete kit signals that you are an amateur and makes buyers nervous.

Step 4: Navigate the Licensing and Payment Labyrinth

This is where many deals fall apart. The legal and financial side of film licensing in Africa requires careful attention.

You need to be flexible with your licensing models. Some platforms will want exclusive SVOD rights for the entire continent, while a local broadcaster might only want non-exclusive free-to-air rights for a single country for 12 months.

Understand the different types of rights and have a clear strategy for how you’ll carve them up.

Key Considerations

• Intellectual Property: Ensure your chain of title is clean. Buyers will do their due diligence, and any uncertainty about who owns the rights will kill the deal instantly.
• Payment Terms: Currencies can be volatile, and cross-border payments can be complex. Work with reputable partners and consider using escrow services for large deals. Be clear on payment schedules and invoicing requirements from the start.
• Withholding Taxes: Many countries apply a withholding tax on payments for licensed content. Factor this into your financial projections so you aren’t surprised later.

Step 5: Use Data to Find and Connect with Vetted Partners

So, you know the market, you’ve identified the types of buyers, and your content is ready. Now what?

How do you actually connect with a decision-maker at Showmax or a key acquisitions lead for a French-speaking territory?

You can spend months trying to network at markets or sending cold emails that never get a reply. Or you can use a smarter approach.

The old way of doing business relied on who you knew. The new way relies on having access to the right data. You need a system that shows you who is buying, what they’re buying, and how to contact them. You need to cut through the noise and connect with people who are actively looking for content like yours.

How Vitrina Accelerates Your Entry into Africa

This is exactly the problem we solve. Instead of guessing, you can use the Vitrina platform to gain a massive competitive advantage. Our global B2B marketplace is a powerful engine for film licensing in Africa.

You can instantly access a database of thousands of verified buyers and sellers, including key players across the African continent. You can see what kind of deals are happening, identify active buyers, and connect with them directly.

We help you skip the line and get straight to building valuable partnerships. It’s the most direct path to finding the right home for your content. Explore our solution to see how it works.