Nigeria Survival isn't success: Jason Njoku Says IrokoTV Burnt $100M Before Nigerian Exit

A decade of breathing isn't the same as living. IrokoTV co-founder Jason Njoku admits that his streaming platform spent $100 million to survive in Nigeria's market before finally exiting in 2023. Techpoint Africa reports that Njoku now calls the venture a "costly mistake," revealing how businesses can operate for years in a state of survival mode, mistaking endurance for achievement.

This survival-versus-success distinction exposes how market persistence can mask fundamental business model failures over extended periods.

Key Takeaways:

• IrokoTV spent over $100 million on the Nigerian market before fully exiting in 2023
• CEO Jason Njoku described the decade-long business operation as "survival mode," not success
• Platform struggled against global competitors Netflix and Showmax despite its local content focus
• Nigeria's demand for paid premium streaming services declined sharply during the operational period.
• Company transitions focus, while Njoku emphasises the difference between surviving and thriving in markets

When does persistence become stubbornness? How can entrepreneurs distinguish between temporary market challenges and fundamental business model incompatibility with local economic realities?

Have you seen businesses survive for years without truly succeeding? What's the difference between persistence and refusing to accept market feedback?