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Content Piracy in Nigeria: Trends, Challenges, and Pathways to Resolution

Content Piracy in Nigeria: Trends, Challenges, and Pathways to Resolution

Content piracy on digital streaming platforms

While it can be tempting to download new movies, songs, and the latest episodes of favourite shows for next to nothing, Nigeria’s entertainment industry suffers significantly from content piracy.  

By Michael Akuchie 

Growing up, I listened to several Nigerian artistes like 2Baba (formerly known as 2Face Idibia), Faze, Mr Raw (formerly Nigga Raw), and 2Shotz. But I seemed to have a particular affinity for 2Shotz, and it had more to do with the line, “Tiff Ole, carry am go”, from his 2003 classic jam, “Carry Am Go”. 

It was playful and amusing to me then, even though I didn’t realise the song was a heartfelt reflection on the damaging effects of content piracy on the music industry. It wasn’t until my second year at university that the song’s message fully hit me. 

One day, after a lecture, I sat in my studio apartment in Ekosodin, Benin City, and decided to revisit the track. Listening again after all that time, I understood its significance. After a few listens, I began to reflect on the weight of other lines like “Your song never comot but e don dey Alaba/ As you sing finish them go carry am waka/ E go con plenty like clothes for Yaba” in a way I hadn’t in my childhood. 

Alaba, the shortened name for Alaba International Market, one of West Africa’s largest electronics markets, has long been embroiled in controversy regarding movie and music piracy. Even 2Shotz called out Alaba Market in a 2008 interview, describing it as a hub for content piracy. 

Content piracy
Content piracy. Credit: LinkedIn

Growing up, I remember seeing people hauling wheelbarrows packed with CD jackets for various music genres and DVD jackets for movies. Back then, it wasn’t unusual to find a DVD jacket containing up to fifteen of the latest action films. 

You could also find CD jackets featuring the names of the hottest artistes of the time. I recall one that included one or two trending songs by Duncan Mighty, Timaya, Waconzy, Naeto C, and others. Watching my neighbours buy these CDs and DVDs, my seven-year-old self would imagine the musicians and actors living and dining in mansions, believing the proceeds from those sales went directly to them. 

Pirated content has become a go-to for many Nigerians for several reasons. Firstly, it is often cheaper to access, and in some cases, even free. With Nigeria’s economic situation worsening, it is increasingly difficult for people to set aside money from an already overstretched budget to buy cinema tickets. It’s worth noting that cinema ticket prices have risen over the years, as reported by BusinessDay Intelligence

The average ticket price surged to N3,765 in Q1 of 2024 from N2,479 in 2023, marking a year-on-year increase of 52%. Another reason behind the trend towards pirated content is the rapid availability of new releases. Remember 2Shotz? He famously sang about how an unreleased song could still make its way into the content distribution market without the consent of the artiste or record label. 

While it can be tempting to download new movies, songs, and the latest episodes of favourite shows for next to nothing, Nigeria’s entertainment industry suffers significantly from content piracy. A UNESCO report estimates that between 50% and 70% of revenue in Nigeria’s film market is lost to piracy. 

Beyond the loss of revenue, this practice also discourages local and foreign investments as nobody will want to support an endeavour that may not yield the expected outcome. 

Piracy also drastically reduces earnings from album and movie sales, thereby shortchanging artistes, actors, producers, and virtually everyone working behind the scenes on a production. Filmmakers may also struggle to fund new projects due to their inability to generate the expected revenue from recently released works.

One thing to note about content piracy is that, like a virus, it can evolve. The advent of handheld devices such as smartphones and tablets has transformed how people consume content. Nowadays, it’s possible to catch up on a show while on the bus to work or relaxing at home over the weekend. 

Meanwhile, those who still prefer a big-screen experience can do so by either getting cable TV (DStv, StarTimes, or GOtv) or subscribing to the premium package of a streaming service (Netflix, Prime Video, or Showmax) and watching on their TV.

This translates to an improved experience for viewers, as they are no longer limited to CD and DVD players that require electricity to operate. While advancements such as smartphones and streaming platforms have significantly enhanced how we consume digital content, they have also simplified the distribution process for pirated content.  

Enter Telegram, one of the most popular social media platforms that rivals WhatsApp, Discord, and WeChat. As of 2024, company data indicates that Telegram has 900 million active users, representing a 12.5% increase since 2023. Telegram has amassed a significant following due to its suite of user-friendly features, which allow it to stand out in comparison to WhatsApp. 

Content piracy
Content piracy. Credit: Technotification

For instance, groups are not limited to 1,024 members, as is the case with WhatsApp. A Telegram group can accommodate up to 200,000 members at once. Additionally, files shared within Telegram are saved in the cloud and can be accessed on multiple devices, provided the user logs into the account that has access to those documents.

Most importantly, its emphasis on anonymity has endeared it to many users, including scammers, cyberbullies, and content pirates. 

Telegram is considered a haven for various vices, such as cyberbullying, internet scams, and content piracy. If you need a free version of recently released movies and shows, your best bet for finding such content is in one of the many groups dedicated to distributing illegal material on Telegram.

The same applies to music albums, PC games, design software, and more. Even when some groups are reported and eventually taken down following investigations by moderators, new groups seem to spring up as if nothing happened. 

Telegram’s features, such as anonymity and the ability to host thousands of members, give it a distinct advantage over WhatsApp. Unfortunately, pirates are leveraging these features to distribute illegal content to a wide audience, which could potentially lead to sharing said content with friends and family offline, thereby reducing the number of people likely to purchase it. 

Since content shared on the platform is saved in the cloud, new group members can simply scroll up to find previously released movies or episodes of series. Although Telegram has various content moderation policies aimed at curbing the spread of harmful content and messages, the groups disseminating such material are growing at a rate that is too fast to keep up with. 

Another variant of modern-day content piracy is a mobile application that offers access to shows typically found on Netflix, Prime Video, HBO, and virtually every other streaming platform. 

Often called “Hacked Netflix” or “Cracked Netflix”, these apps grant users access to a broader library of content that surpasses what is available on Netflix or Showmax. Imagine if every streaming platform collaborated to create a single entity; that entity is sold for as low as N2,000 ($1.22) on e-commerce platforms like Selar. 

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Consider this particular storefront on Selar that offers access to Netflix for a one-time payment of N4,000 ($2.44), significantly lower than the monthly fees charged by the platform. During my research, I discovered more than ten online storefronts selling hacked Netflix apps for a single fee. Once payment is made, customers receive a link to a Telegram channel where they can download the app. 

Content piracy on digital streaming platforms
Content piracy on digital streaming platforms. Credit:Sutton High News

Aside from apps that provide access to a wide range of content scraped from multiple streaming platforms, there are also apps for sale that allow users to watch live content from channels typically found on cable TV operators like DStv. These channels include M-Net, Fox, Comedy Central, and SuperSport. 

Practices like these create a negative perception of streaming services and other legitimate businesses focused on distributing content to a wide audience for a set fee. If you can get it for cheap or free, why bother paying? This trend can potentially reduce the number of active subscribers for streaming services and cable TV operators. 

With declining subscriber numbers also comes reduced income from advertising. It also reduces the revenue these services can make from advertising since the number of potential viewers has reduced. 

Piracy in the entertainment industry contributes to a rising preference for free content, illegal content. As such, it should be curbed at every level to allow filmmakers and creatives to reap the full reward of their efforts. 

A significant step in the right direction would be to review and strengthen the existing copyright and anti-piracy laws in Nigeria, especially since content piracy has become digitised through platforms like Telegram. Governments of the countries where Telegram and other social media platforms operate should collaborate with these platforms to enforce stringent content moderation policies. 

Artificial Intelligence can also be integrated into content moderation policies, automating the process of detecting and removing groups that host pirated content. The involvement of AI will make this process quicker and more efficient, thereby reducing the rate at which illegal content is distributed. 

Additionally, the film and content censorship boards in every country should roll out informative campaigns highlighting the dangers of content piracy and encouraging people to support the industry by purchasing tickets and acquiring access to streaming platforms’ libraries legally.

The advancement of technology appears to have favoured piracy in the entertainment industry, as pirates now have multiple ways to access content illegally. Platforms like Telegram have become havens for these practices, making it difficult to trace and prosecute offenders due to the anonymity enjoyed by users. 

To support the local content industry and attract foreign investments, existing anti-piracy laws need to be updated to meet the standards of the digital age. Regular sensitisation initiatives should be conducted both offline and online to discourage the practice, thereby increasing the entertainment industry’s revenue and creating more opportunities for development.

Michael Akuchie is a tech journalist with five years of experience covering cybersecurity, AI, automotive trends, and startups. He reads human-angle stories in his spare time. He’s on X (fka Twitter) as @Michael_Akuchie & michael_akuchie on Instagram.

Cover photo credit: Sutton High News

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