New LG Channels Partnership Positions African Storytelling at the Heart of Europe’s Growing Streaming Economy
Nollywood’s global expansion gathered fresh momentum this week as African Movie Channel (AMC) launched its premium free ad-supported streaming television (FAST) service, Nolly Africa HD, on LG Channels across 16 European countries.
The development significantly broadens the international reach of African content and further strengthens Nollywood’s position as one of the world’s fastest-growing entertainment industries.
The channel is now available on LG Smart TVs in the United Kingdom, Ireland, the Netherlands, Sweden, Norway, Denmark, Finland, Italy, France, Germany, Switzerland, Austria, Luxembourg, Belgium, Spain and Portugal, giving millions of European viewers free access to a curated selection of African films, television series, reality programmes, talk shows and original productions.
The launch marks one of the most significant international distribution expansions undertaken by African Movie Channel and reinforces the growing commercial appeal of African storytelling within the global streaming ecosystem.
AMC currently operates two 24-hour television channels – African Movie Channel HD (AMC HD) and Nolly Africa HD – and has become one of the leading distributors of Nollywood content worldwide. The new agreement with LG Channels, the consumer electronics giant’s free ad-supported streaming platform, places Nollywood content directly within one of the world’s largest smart television ecosystems.
Industry observers say the partnership reflects the increasing demand for diverse international content as streaming audiences seek alternatives to traditional Western programming. Speaking on the development, Chief Executive Officer of AMC, Yinka Mayungbo, described the launch as a strategic milestone for both the company and the broader African film industry.
“Launching Nolly Africa HD on LG Channels across 16 European territories is another major strategic milestone for AMC and for Nollywood’s continued international growth,” he said. “LG is one of the world’s leading Smart TV brands, and this partnership significantly increases our ability to bring premium African storytelling to mainstream global audiences.”
Mayungbo noted that the rise of free ad-supported streaming television has created new opportunities for content producers and distributors globally, adding that AMC intends to position Nollywood as a major player within the rapidly expanding FAST television ecosystem.
“FAST has become one of the most important distribution models in modern television, and our objective remains clear – to ensure Nollywood is not simply participating in this growth but helping to define it,” he said. The platform mirrors the quality and structure of AMC’s premium pay television service while making content available free of charge to viewers. Matthew Broughton, Director of Europe Smart TV Content and Services at LG, said the partnership aligns with the company’s commitment to expanding content diversity for viewers across Europe.
“We are delighted to partner with African Movie Channel to bring Nolly Africa HD to LG Channels across Europe,” he said. “The channel adds a rich catalogue of Nollywood movies and entertainment to our growing lineup, giving LG TV customers even greater access to premium content from around the world.”
The launch further consolidates AMC’s position as one of the leading global distributors of Nollywood programming and introduces African entertainment to millions of potential new viewers across Europe. As streaming platforms increasingly compete for audience attention, African content creators are finding new opportunities to reach international markets, expand revenue streams and strengthen the global visibility of African culture and creativity.
