Tony Asankomah, a Ghanaian film critic, recently discussed the challenges of film distribution in Ghana and its impact on the visibility of Ghanaian films on platforms like Netflix.
In an interview on Joy FM’s Showbiz A-Z, Asankomah attributed the limited presence of Ghanaian films on Netflix to a distribution gap within the country.
According to Asankomah, the absence of Ghanaian distributors who understand the intricacies of film distribution is a major hurdle.
He explained that Ghanaian films on Netflix often reach the platform through distributors from other countries, such as Nigeria or South Africa, who have a better grasp of the distribution model.
These distributors prioritize content from their own countries, which can make it more challenging for Ghanaian films to secure distribution on platforms like Netflix.
Asankomah also highlighted the role of demand and supply in shaping Netflix’s content selection. He noted that Netflix pays attention to subscriber demographics and preferences, catering to audiences who are more likely to pay for subscriptions.
This means that content from regions with higher subscription rates, such as Nigeria, may receive more attention from Netflix than content from Ghana.
Despite these challenges, some Ghanaian films have managed to make their way onto Netflix, including titles like ‘The Burial of Kojo’, ‘Keteke’, ‘Azali’, ‘Gold Coast Lounge’, ‘Side Chic Gang’, ‘Aloe Vera’, and ‘Ties That Bind’.
However, Asankomah believes that there are many other quality Ghanaian films that struggle to secure distribution due to the lack of local expertise in film distribution.