Opinion Case By Nico Abote: The global film industry is shaped by economic power, technological advancements, and storytelling influence. Hollywood, along with European, Canadian, and Asian films, has long dominated other markets, including Africa, India, and Australia, due to several critical factors.

Below, I will attempt to highlight some of the key factors that make these film industries appear bigger than the rest. These remain my personal opinions, supported by industry trends and reports over the years. I will also incorporate personal examples to illustrate the differences. Let us begin with what matters most, yes, the money!

In 2019, after expanding my skills into the North American market, I was fortunate to find myself working within the Film and TV sectors in Alberta, arguably one of the best provinces, with stunning scenery and ample ‘winter’ for most productions. A key factor is also the attractive tax credits offered in many provinces. The film community is vibrant, and many high-budget films from the USA and Europe use Canadian locations, fueling growth within the sector. Some of the most important factors driving production levels include high budgets, well-curated distribution networks, technological superiority, cultural influence, and soft power.

Now, let us explore some of the secrets behind the success of Hollywood, Europe, Canada, and Asia.

Hollywood leads the industry with multi-million-dollar productions, top-tier special effects, advanced skills development programs, and global marketing campaigns that make its films inescapable worldwide. European cinema benefits from strong government subsidies, enabling creative and high-quality filmmaking. Canada, too, offers extensive tax credits and grants to attract big-budget productions. The reach of Western and Asian studios is unparalleled, with global distribution pipelines ensuring their films reach every corner of the world.

Interestingly, Africa consumes more Asian and Indian films than any other continent. I will further explain why below.

Hollywood movies set global cultural trends and create aspirational lifestyles, making them widely appealing. Please note the use of “set.” Asian cinema, particularly from South Korea and China, has also gained momentum thanks to unique storytelling techniques, government-backed incentives, and smart global marketing strategies, including more open dubbing initiatives.

The U.S., Canada, and China are home to some of the most advanced film studios, CGI specialists, and AI-driven production tools, giving them a decisive competitive edge over emerging markets. The ability to harness cutting-edge technology has elevated the global filmmaking experience, providing studios with tools that are not just ahead of the curve but actively shaping it, while much of Africa and other regions are still catching up to the digital revolution.

However, some countries in Africa, as well as India with Bollywood, have managed to sustain their growth, allowing them to stand alongside these industry leaders. Let us look at a few examples, shall we?

South Africa’s Technological Growth in Film Production: South Africa has emerged as Africa’s film production powerhouse due to rapid technological advancements. Investments in post-production, special effects, and digital tools have significantly elevated the quality of local productions. Notable advances include:

• State-of-the-Art Studios: The development of world-class studios like Cape Town Film Studios has positioned South Africa as a hub for international productions.
• VFX and CGI Excellence: South African companies are now capable of producing Hollywood-grade visual effects, making local films competitive in terms of quality.
• Government Incentives: Tax rebates and grants have attracted international productions, boosting local expertise and industry expansion. The National Film and Video Foundation provides funding for the development, production, marketing, and distribution of films. There’s a clear intention to film development, which has also created a healthy competition within each province.
• South Africans simply own their own narratives.

Bollywood’s Authenticity and Nollywood’s Market Growth: Despite global competition, Bollywood and Nollywood have managed to sustain their dominance in their respective regions and beyond by remaining culturally rooted.

Indian cinema has maintained its distinctive storytelling style, rich in song, dance, and drama while embracing modernization in cinematography and special effects. This unique blend has ensured continued success in India and among its vast diasporas.

Nigeria’s film industry has become the world’s second largest in volume, driven by lower production costs, digital streaming, and relatable storytelling. Nollywood’s appeal extends beyond Africa, reaching audiences in Europe and the Americas through platforms like Netflix. Also, some of the strategic partnerships with international theaters and streaming platforms have ensured that these films consistently outshine locally produced content.

Now to the future, let us look at the dynamics of streaming and global impact.

Netflix’s Investment in Africa and the Need for More Original Storytelling. Between 2021 and 2024, Netflix invested $220 million in African content, focusing on South Africa, Nigeria, and Kenya. While this is a significant step, there is still room for growth in original storytelling.

African filmmakers need greater opportunities to tell original, diverse, and nuanced stories that reflect their cultures, owning the authentic narratives. Countries beyond the top three beneficiaries i.e. South Africa, Nigeria, and Kenya, need more investment, which can create a much-needed ripple effect to other parts of Africa. African original films often lack the global marketing push that Western productions receive.

Arguably, African countries have some of the best film locations, untamed!

Hollywood, European, Canadian, and Asian films will continue to dominate unless emerging markets significantly invest in technology, storytelling, and distribution. South Africa’s technological growth is a model for how investment can elevate local film industries. Meanwhile, Bollywood and Nollywood prove that authenticity in storytelling is a powerful competitive advantage.

To achieve greater representation, streaming platforms like Netflix must expand their investments beyond just a few African countries and support truly original, culturally rich storytelling. Tax policies and AI advancements will also shape the future of global filmmaking, determining which industries thrive and which struggle to compete.

The future can never be this exciting if we fear changing with it. My time experiencing most of Africa and North American sets has allowed me to see beyond just the present and embrace change as quickly as it comes. Africa will only catch up if government policies support creative growth within the sector, recognize the potential of the creative economy, and empower skills development.

My opportunities are a result of enabling environments that I have found my way into over the years, and I am more encouraged about what the future holds. Now, let’s connect, and work!

Nico Abote is a seasoned media professional with over 20 years of experience in the TV and film industry, currently serving as Lead Consultant at Abote Media Consultancy. A visionary leader and creative strategist, Nico has significantly contributed to the media landscape across Africa, the USA, and Canada, producing high-quality video content for TV networks, social media, and podcast channels. His diverse skill set spans content creation tailored to various audiences and platforms, including co-founding Play Afrika TV, an online Web-VOD platform showcasing African creatives, and founding My Afrika Magazine, a publication dedicated to amplifying positive African stories.
Nico has held influential roles such as Broadcast Editor in Canada and Project Manager/Deputy Head at Zimpapers TV Network (Zimbabwe), where he spearheaded the development of state-of-the-art studios and content strategies. He sits on the boards of Chengeto Africa and the Black Star International Film Festival (Ghana) and is an active member of the Calgary Society of Independent Filmmakers (CSIF) and IATSE Local 212 (Alberta).
A passionate advocate for social change, Nico has produced impactful documentaries, including Daughters of Legends, and served as EPK Producer for the award-winning film Jasmine Road (2019). Currently directing the reality TV series Dance Matchmaker for mainstream Canadian TV, Nico continues to leverage media to empower communities, foster cross-cultural connections, and amplify African narratives globally. When not working, Nico enjoys playing golf or supporting Dynamos FC and Arsenal FC.