The high inflation rate, now at 34.19 per cent in Nigeria, shows that it is difficult for circa 220 million people to afford the same goods they used to buy more cheaply. They now buy less with the same amount of money. However, Nigerians have not let this deter their love for entertainment, especially when it comes to movies.
Over the past three years, Nigeria’s movie, music, and entertainment industries have surged by 27.46 per cent, with their worth climbing from N1.55 trillion in 2020 to N1.97 trillion in 2023, according to the National Bureau of Statistics. This sector, which includes motion pictures, sound recording, music production, arts, entertainment, and recreation, is largely driven by motion pictures and sound recording, contributing 82.16 per cent (N1.62 trillion) of the sector’s value, according to a report by the National Bureau of Statistics.
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According to the Cinema Exhibitors Association of Nigeria (CEAN), people spent N1.2 billion on movies at the cinema in January 2024. The association noted that this is a 50 per cent increase in revenue year over year. Also, the entrance of streaming platforms and the increasing appeal of Afrobeat have aided the growth of the country’s music industry.
“2024 has been a promising year for the movie industry, especially on the Nollywood front, with a slate of announcements—potential hits and blockbusters—made and expected in the second half of the year.”
A recent BusinessDay survey examined the movie-watching habits of Nigerians, using Lagos State as a focal point due to its commercial and entertainment prominence. The survey shed light on the types of movies Nigerians enjoy, their cinema habits, and their streaming behaviours.
Genres of movies enjoyed by Nigerians
According to the survey, action movies top the list as the most enjoyed at the cinema, with 71.7 per cent of respondents expressing their enjoyment of the genre. Comedy and drama follow closely, with 50.9 per cent and 52.9 per cent, respectively. Romance also has a significant audience at 50.9 per cent, while horror movies are less popular, with only 9.4 per cent of respondents enjoying them.
Average number of monthly movie views
Regarding cinema visits, 43.4 per cent of respondents admitted they do not watch any movies in cinemas, while 52.8 per cent watch up to two movies and only 3.8 per cent watch three to ten movies.
Average time spent on frequenting cinemas
The survey also highlighted the average time spent in cinemas, with 41.5 per cent spending 2-3 hours, 32.1 per cent spending 1-2 hours, and 13.2 per cent spending more than three hours.
Key drivers of movie-goer decisions
Movie reviews, trailers, and recommendations from friends and family are the main factors influencing cinema attendance, with 43.4 per cent, 41.5 per cent, and 56.6 per cent, respectively, citing these influences. The cinematic experience, including visual and audio quality, also plays a significant role for 41.5 per cent of respondents.
How people prefer to attend cinemas
When asked about their movie-going companions, 43.4 per cent of respondents said they go with friends, 20.8 per cent go alone, 15.1 per cent go with family, and 18.9 per cent with a significant other.
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When is the best time to visit the Cinema?
Evening shows are the most popular, with 54.7 per cent preferring this time, followed by night (26.4 per cent), afternoon (17 per cent) and morning, 1.9 per cent.
Cinema Accessibility based on residence
Geographical proximity to cinemas varies, with only 9.4 per cent living less than 1km away, while 50.9 per cent travel 1-5km, 28.3 per cent travel 6-10km, and 11.3 per cent cover more than 10 km to reach the cinema.
Types of movies watched in cinemas
Hollywood movies dominate cinema visits at 47.2 per cent, followed by Bollywood at 35.8 per cent, and Nollywood at 17 per cent.
Ticket-buying preference
Ticket purchasing habits reveal that 88.7 per cent of respondents buy tickets onsite, while 11.3 per cent purchase them online.
Popular Streaming Platforms Amongst Nigerians
Streaming platforms are widely used, with 84.9 per cent of respondents using services like Netflix, Showmax, and Amazon Prime. Netflix is the most popular platform, used by 94.3 per cent of respondents, while 35.8 per cent use Amazon Prime and 18.9 per cent use Showmax.
This shows Netflix is reaping the fruits of its investment. In 2023, the streaming giant platform said it had invested over $23 million in the Nigerian film industry in the last seven years, supporting 5,140 jobs.
The global streaming platform noted, “Through direct, indirect, and expenditure impacts across the economy, our investments have contributed $39 million towards GDP, $34 million towards household income, and $2.6 million towards tax revenue.”
Furthermore, the survey indicated streaming frequency varied, with 24.5 per cent streaming more than 10 times a month, 15.1 per cent streaming 6-10 times, 32.1 per cent streaming 3-5 times, and 28.3 per cent streaming once or twice a month.
Additionally, 52.8 per cent of respondents download or access movies from websites, with 41.5 per cent doing so depending on the type of movie.
Average movie cost per cinema
Cinema spending habits show that 60.4 per cent spend less than N10,000 per movie, 37.7 per cent spend up to N30,000, and about 2 per cent spend above N30,000.
Perceptions of Nigeria’s perception of ticket prices
As for the perception of ticket prices, 5.7 per cent find them cheap, 58.5 per cent are neutral, 28.3 per cent find them expensive, and 7.5 per cent consider them very expensive.
Subscription habits for streaming platforms reveal that 60.4 per cent of respondents renew their subscriptions monthly, while 32.1 per cent do not have a subscription.
In conclusion, the survey highlights a diverse range of movie preferences and viewing habits among Nigerians, with a strong inclination towards action and drama genres, a preference for evening cinema visits, and a growing reliance on streaming platforms for movie consumption.
In sum, 2024 has been a promising year for the movie industry, especially on the Nollywood front, with a slate of announcements—potential hits and blockbusters—made and expected in the second half of the year.
Linda Ochugbua is the digital advert and sales manager, at BusinessDay Media Limited.
