The rapid rise of microdrama and the changing way Nigerians consume entertainment have opened a new frontier for Africa’s creative industry, industry stakeholders have said.
The issues dominated discussions at a MultiChoice Talent Factory (MTF) masterclass organised in partnership with the Nigerian International Film Summit (NIFS), where filmmakers and industry professionals examined the growth of short-form storytelling and the opportunities it presents for African creators.
Speaking on evolving audience behaviour, Atinuke Babatunde said shrinking attention spans were increasingly influencing the way viewers engage with content, creating room for formats capable of grabbing attention almost immediately.
According to her, Nigerian audiences increasingly want stories that move quickly, remain engaging and give them enough reason to continue watching or binge an entire series.
«“People are becoming increasingly impatient and their attention spans are shorter, so content that is bingeable tends to do well,” Babatunde said.»
She added that Nigerian viewers want to understand what is happening from the moment they begin watching, stressing that storytellers must therefore rethink how stories are structured and delivered.
“From the moment they start watching, the story has to pull you in quickly and keep you engaged. For us as an industry, the opportunity is to understand these changing consumption habits and think about how we can create stories that work for the way audiences are consuming content today,” she said.
Microdrama: The New Opportunity
The discussion also examined the potential of microdrama to move beyond social media and mobile platforms and become part of mainstream African entertainment.
Babatunde pointed to established platforms such as Africa Magic as potential avenues through which commercially viable microdrama productions could secure additional programming opportunities.
The development reflects a broader transformation in the entertainment ecosystem, as smartphones, social media and mobile streaming continue to reshape how audiences discover, consume and respond to stories.
For African filmmakers, the shift presents both a challenge and an opportunity: creators must produce compelling stories at a faster pace while maintaining the quality, originality and cultural relevance that audiences expect.
MTF Expands Masterclasses Across Nigeria
For the MultiChoice Talent Factory, the partnership with NIFS underscores the importance of providing industry professionals with practical knowledge capable of responding to the changing commercial realities of the creative sector.
The Lagos masterclass is only part of a wider programme designed to take the conversation and training to filmmakers and creative professionals across Nigeria.
Following the Lagos session, MTF masterclasses will be held in Ogun, Oyo, Imo, Abia, Delta, Rivers, Abuja and Kano.
The sessions will be delivered in partnership with leading cultural and film platforms, including the Wole Soyinka Cultural Centre in Abeokuta, Ibadan International Film Festival, Pan-Atlantic University International Student’s Film Festival, Twin City International Film Festival, Rivers International Film Festival and Kano Indigenous Languages Film Festival.
As microdrama continues to gain traction, industry watchers say Nigeria’s vast storytelling culture and youthful, mobile-first audience could position the country as one of Africa’s major centres for the next generation of short-form entertainment.
