Ghanaian film critic, Tony Asankomah, recently highlighted the challenges facing the distribution of Ghanaian films on platforms like Netflix. In an interview on Joy FM’s Showbiz A-Z, Asankomah pointed out that the lack of Ghanaian distributors familiar with the film distribution landscape is hindering the visibility of Ghanaian films on popular streaming services.
According to Asankomah, Ghanaian films that do make it to Netflix typically go through distributors from other countries, such as Nigeria and South Africa, who have a better understanding of the distribution process. This leads to a prioritization of content from these countries over Ghanaian content. Asankomah cited cases where high-quality Ghanaian films failed to secure distribution on Netflix due to the distributor they were working with.
Furthermore, Asankomah discussed the importance of demand meeting supply in the selection of films on platforms like Netflix. He noted that Netflix relies on data and analytics to determine the preferences of subscribers, often favoring content that aligns with the viewing habits of the majority of subscribers.
Netflix, an American subscription video on-demand streaming service, offers a wide range of original and acquired films and television shows to its international audience. Some Ghanaian films currently available on Netflix include ‘The Burial of Kojo’, ‘Keteke’, ‘Azali’, ‘Gold Coast Lounge’, ‘Side Chic Gang’, ‘Aloe Vera’, and ‘Ties That Bind’.
As Ghanaian filmmakers continue to produce quality content, addressing the distribution challenges highlighted by Asankomah could help increase the visibility and accessibility of Ghanaian films on global platforms like Netflix.
