Chapter 5: Digital Disruption in Sub-Saharan Africa’s Creative Industry: How Netflix and Other Streaming Platforms Revolutionise Film Production and Distribution

The African creative industry, particularly the film sector, has undergone a significant transformation in recent years, largely due to the disruptive influence of digital streaming platforms such as Netflix, Showmax, and Amazon Prime Video. This chapter explores how these platforms have revolutionised film production and distribution in sub-Saharan Africa by utilising Clayton Christensen’s theory of disruptive innovation. By synthesising existing literature and industry reports through a conceptual research design, the study evaluates the structural shifts in Africa’s creative economy, emphasising how streaming platforms have reshaped production, distribution, and consumption patterns. The findings reveal that digital platforms have democratised access to global audiences, introduced new revenue models, and elevated the quality of African cinema. However, there are recurring challenges associated with digital disruption, such as concerns over content ownership, revenue-sharing disparities, and the risk of cultural homogenisation. The chapter concludes with policy recommendations aimed at promoting sustainable growth, ensuring fair compensation for local filmmakers, and increasing digital infrastructure to support the continued evolution of Africa’s film industry in the digital age. It contributes to ongoing academic and policy discussions on the transformation of Africa’s creative economy, providing valuable insights for stakeholders navigating the rapidly changing landscape of digital disruption in the film industry.