What Netflix snub, Showmax exit stun means for Kenya's film industry

The omission of Kenyan films from Netflix comes at a time of major upheaval in the global content market, following reports of dissolution of African-focused platforms such as Showmax. [iStockphoto] At the beginning of this year, Netflix unveiled its slate of films and TV shows set for release in 2026. Noticeably absent from the lineup is Kenya, with no film or project expected to premiere on the platform this year. Instead, the streaming giant leaned heavily towards South Africa and West Africa. Kenya has enjoyed a good run of shows on Netflix, so this snub shook the industry. Stakeholders are pointing to structural gaps, shifting global dynamics and a changing streaming landscape that is increasingly difficult to penetrate. "Here is what that tells you. Netflix is not building Africa's creative economy. Netflix is licensing the parts of Africa it already understands," said Jason Corder, the founder of NorthSouth Media. The omission comes at a time of major upheaval in the global content market, following reports of dissolution of African-focused platforms such as Showmax. A few weeks ago, Pay TV company MultiChoice notified its subscribers that it is discontinuing its streaming service Showmax after 11 years in operation. In an email, the company said no action was required from them, adding that they can continue streaming their favourite shows on the platform. "Following a comprehensive review, the Showmax Board has taken the decision to discontinue the Showmax service in the near future," reads part of the email. "The decision reflects our focus on strengthening our overall digital offering and ensuring long-term sustainability in an increasingly competitive streaming environment." The shock decision has been attributed to the acquisition of Showmax's parent company, Multichoice, by French media giant Canal+, necessitating a change in strategic direction. The South African firm struggled to turn its fortunes around, posting what has been described variously as "unsustainable losses". For many Kenyan producers, these shifts signal both a shrinking pool of buyers and a more competitive environment for local stories. "This is not just about Netflix," said Nairobi-based producer Ian Ojwang. "The entire ecosystem is tightening. With fewer platforms commissioning African originals, the bar has become significantly higher." In recent years, Showmax had positioned itself as a key commissioner of African content, including Kenyan productions. Its slowdown is without a doubt expected to leave a noticeable gap in the market. "Showmax gave opportunities to stories that might not have fit the Netflix model," said independent filmmaker Wanjiru wa Kimani. "With that space shrinking, Kenyan producers are now forced to compete on a much bigger stage without the same level of support." At the same time, Netflix's strategy appears to be narrowing, with a stronger focus on markets it already understands, notably Nigeria and South Africa, while newer entrants such as Ghana gain traction. "Streaming platforms are no longer in aggressive growth mode," said media consultant Brian Ombima. "They are refining their investments, prioritising markets with proven returns. That puts Kenya at a disadvantage because it is still seen as an emerging, rather than established, production hub." Compared to Nigeria's prolific Nollywood pipeline and South Africa's advanced production infrastructure and incentives, Kenya's offering remains fragmented. Local producers cite inconsistent policy frameworks, limited financing options and gaps in technical infrastructure as key barriers. "There is talent here that is not in question. But when international platforms assess a market, they look at the full package,"," said film director Chol Jurkuch.

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