Leila Djansi: For some African filmmakers, Netflix is their validation stamp that they have ‘arrived’

Acclaimed Ghanaian filmmaker Leila Djansi has sparked a lively debate in the African film industry with a recent Facebook post questioning the dominance of Netflix as a validation stamp for filmmakers.

Djansi argues that while Netflix is a major player in the global streaming market, it should not be the sole benchmark for success.

According to Djansi, many African filmmakers have come to view Netflix as a validation of their work, rather than just one of many potential distributors. She points out that her own films are distributed on various platforms, including Starz, BET, YouTube Movies, Apple TV, and AMC's AllBlk, and that these deals have allowed her to reach a wider audience and earn royalties.

Her post highlights the need for African filmmakers to think creatively about distribution and marketing strategies, rather than relying solely on Netflix. (Read Abdul Salam blames poor films for cinema collapse)

 She encourages filmmakers to explore other platforms and distributors, such as FilmHub and Tubi, to reach a broader audience and increase their earning potential.

Read full post below:

For some African filmmakers, Netflix has become more than a distributor; it’s their validation stamp. You can land Hulu, Prime Video, or Apple TV deals, but if it’s not Netflix, you “haven’t made it.”

Someone once tried to cut me down by saying my films aren’t on Netflix. I howled. My films were on Netflix. Now they live on U.S. platforms like Starz, BET, YouTube Movies (U.S. only), Apple TV, and AMC’s streamer AllBlk, who own the rights. That’s called a waterfall.

Here lies the problem: You have made Netflix your validation, not your distributor. YouTube is your distraction because “others are making money there, so let me go too.” That’s why you refuse to innovate or try elsewhere or add more. 

Have you even tried? I listed distributors you can contact in my previous post.

Netflix is NOT validation. It’s not the win. It doesn’t mean you’ve “arrived.” 

Look, Prime Video is signing overall deals worth millions. Some of the best shows and films you’ll ever watch are on Prime, Hulu, or Max. (For those in the diaspora) Prime even offers movies free to audiences. 

Ghanaian subscribers to Netflix is paltry. Meaning, you don’t pay for content. So you are not valuable. Change that narrative. 

Even if Tubi isn’t in Ghana, use FilmHub to get your content on Tubi. Your films don’t have to be limited to Africans. I haven’t released a movie in Africa since 2022, but my films are still watched and I still collect royalties.

Half of you arguing haven’t walked my journey. 

From Ghana; Ho to Hollywood. 

I’ve done it. Many others have. Zambia’s On Becoming a Guinea Fowl is being distributed by A24. 

Everything is possible if you put in the effort. Do you know how I broke in? I took a VP to lunch. That was it. Food. But I also had a movie that was internationally appealing. I was prepared to meet opportunity. 

So when you keep arguing against possibility, maybe it’s not logic. Maybe it’s your village people.

😁😝

Ghanaian audience. Netflix Netflix. Oh ho! Nuka dzor? This is your fault too! Diversify your viewing experiences! If a filmmaker posts a link to their film, don’t go asking “Is it on Netflix”. Is watching on Netflix going to change the storyline or something? Do better! Support!