LAUNCHED:
May 30, 2025
Muthoni Waigwa and Nyatetu Kiragu
How We Built NW+ TV: From Creative Agency to Kenya's Own Streaming Services
Muthoni Waigwa and Nyatetu Kiragu on turning rejection into Africa's streaming revolution The rejection letters were piling up. For over a decade, sisters Muthoni Waigwa and Nyatetu Kiragu had produced compelling content for financial institutions, NGOs, and broadcasters through their Nairobi-based agency, Nifty Works. But when they pitched original African stories to local media houses, the response was consistent: "too African." That feedback, meant as criticism, became their business model. In May 2025, the sisters launched NW+ TV, boldly positioning it as "Africa's own Netflix streaming from Nairobi." Their journey from client work to platform ownership offers a masterclass in strategic pivoting—and proof that sometimes the market's rejection reveals your greatest opportunity.
PARTNER
From client work to platform ownership - what was the exact moment you realized you needed your own platform?
MUTHONI - Nifty Works Plus Limited was established in 2013 as a graphic design and audio-visual production company. Over the years, we produced content for financial institutions, NGOs, and broadcasters. When we reached our 10-year mark, we felt the need to pivot and create a new path for the business. As producers, we had several conversations with industry peers about content sitting idly in hard drives and computers because they didn’t get the opportunity to showcase their content on a streaming platform. Therefore, we saw the gap in the market for a rich collection of content that isn’t being distributed or viewed by local audiences. Then, the idea to build a video-on-demand platform, NW Plus TV (NW+ TV), came to life, and we launched the platform in May 2025.
NYATETU - The idea first sparked when I saw just how many talented African creators were producing powerful, authentic stories — yet struggling to find sustainable distribution, fair monetization, and global visibility. We had pitched to several Kenyan media houses, only to be rejected. They wanted a very specific style of entertainment — one that didn’t always reflect our diverse realities or creative depth. That rejection became a turning point. I kept asking myself: What if there was a platform built by Africans, for Africans — but with the world in mind? A place that didn’t just stream content, but nurtured partnerships, encouraged ownership, and created long-term value for the creators who make our culture thrive. That vision became the seed for what we’re building today
How did Google Project Bridge accelerate your transition to platform builders?
MUTHONI: I came into this program with a lot of assumptions about tech development, and it was humbling to see how quickly they were deflated.
The greatest gift of this experience was the ability to learn while doing, with the Google mentors acting as a crucial buffer for my technical shortcomings. They allowed me to focus on learning and building, free from the typical worries of a project's budget.
This program taught me that the hardest part isn't the code, but the communication—making sure your team understands and can execute on your vision. And finally, it reinforced my belief that we must create more opportunities for young talent to gain the experience they need to thrive.
How did you arrive at "wholesome, heritage, and inspirational" positioning?
MUTHONI: For too long, the African narrative has been controlled by the West. This has led to Africa and its stories being misunderstood, diluted, and stereotyped. As we were engaging producers/content creators, they mentioned how their content was rejected as being too African. This confirmed to us that an alternative model needed to be created, and we worked towards curating content that is authentic and appealing to Africa.
NYATETU: Over the years, we've been loyal consumers of platforms like Netflix and Showmax, but we noticed the content was becoming increasingly western. One day, it hit me—we were consuming so much Western content, yet there was no space where my two boys could watch and learn about our own culture. That was the problem. The solution was clear: build a platform that showcases African stories, so younger Africans can see themselves on screen and discover the richness and diversity of our continent.
What specific technical decisions ensure NW+ TV works across African markets?
MUTHONI - From the onset, we knew that we were building for local audiences and Africa at large. This narrowed down our focus and ensured that we were not spreading our resources thin, and ensured that we were building a platform that caters to our audience. Clarity is key while building platforms. One specific decision was to have a payment gateway that is accessible across Africa, which offers payment options that local audiences are familiar with e.g., Mobile Money. Lastly, we leveraged on multi-region cloud infrastructure that enables auto and adaptive scaling that handles up to 80 concurrent requests per instance.
How do you find and negotiate with African filmmakers?
MUTHONI: We partnered with content aggregators whose role is to source content that aligns with our value proposition. The content aggregators reach out to filmmakers, content creators, and film festivals across the continent and have conversations with them. The aggregator aligns with our brief and shares a list of content that we can review and engage with. Our licensing agreements are based on the exposure of the content. For example, if the film has already been streamed or broadcasted on other channels or is on YouTube, we would negotiate a revenue sharing deal and a non-exclusive license. If the film or content hasn't been viewed anywhere, we can negotiate for a non-exclusive deal so that the content creator can have the opportunity to converse with other streaming platforms or broadcasters. Alternatively, we can negotiate for an exclusive deal and the content is only streamed on our platform for a specified period of time.
NYATETU: Content acquisition has not been easy. We've worked with several content aggregators who have delivered, but the reality is clear — not every African producer will be courted by Netflix. That's why we exist: to bridge the gap and tell our own stories with an unmistakable African twist. We are building a rich library of African content — by Africans, for Africans, and for the diaspora. It's about preserving our cultural identity while creating opportunities for our creators to be seen, heard, and celebrated on a global stage.
How has "Moments with Nderru" podcast informed your platform strategy?
MUTHONI: Digital content is a booming industry, and as a podcaster, I've seen firsthand how this landscape is evolving. The sheer volume of content being created daily forces us to confront a critical question: how do you stand out? The key, I believe, lies in authenticity. While it's tempting to chase trends, they are, by nature, fleeting. A much more sustainable and impactful strategy is to create content that is true to yourself. When you lean into your unique voice and perspective, you build a connection with your audience that goes far beyond what any passing trend can offer. Authenticity isn't just about being genuine; it's about building a foundation of trust and loyalty that will last long after the latest fad has faded.
How do you compete with Netflix's billion-dollar content budget?
MUTHONI: It may sound naïve, but we are not competing with Netflix. You can't compete with a platform that has billions to produce content. We are building our own niche with a global perspective. We know that there is a gap in the streaming space because, as producers, we have pitched ideas and received rejection. By virtue of being in the same market, audiences are bound to make the comparison or expect us to use the major streaming platforms as a benchmark. However, from personal experience and rigorous research, we identified this very gap in the streaming space. Understanding your competitive advantage is often times not about reinvention, it's about discovering the active role you can play in the market and your market potential. Beyond market share, we answered the call from consumers to meticulously create a catalogue of African content that not only reflects what they want to see, but also, as part of our vision, can only be accessed on our platform.
NYATETU: We are not here to compete with Netflix — doing so would be a distraction from our real mission. Netflix has built a global empire, but Africa's creative heartbeat needs a platform of its own. Our focus is to empower African producers by giving them a dedicated distribution platform — one that reflects our cultures, languages, and stories. We aim to be the bridge that connects our diverse continent, enabling content to travel freely from Cape Town to Cairo, Lagos to Nairobi. This is not about competing with the giants; it's about filling a gap they cannot — creating a space where African creativity can flourish, connect, and reach audiences everywhere.
How are you building audience without massive marketing spend?
MUTHONI: Winning African audiences isn't about Silicon Valley budgets; it's about impactful reach and creating products that genuinely meet local needs. The rapid evolution of digital marketing has leveled the playing field, giving every business the tools to scale. The real challenge—and opportunity—is scaling sustainably by making the most of the resources at hand.
NYATETU: It has not been easy to build without Silicon Valley budgets. But we've learned that you don't need deep pockets to make deep impact. What works for us is word-of-mouth, fueled by communities who believe in our mission, and aggressive digital campaigns that cut through the noise. Most importantly, our biggest wins have come from collaborating with — and partnering alongside — local strategic allies who share our vision. Together, we amplify each other's reach, resources, and ability to tell authentic African stories.
How are you managing the transition from agency to subscription revenue?
MUTHONI: This isn't unproven subscription platform; building takes time and we aren't shying away from the challenge to ensure that we become a household name. Traditional broadcasters have had to pivot and introduce digital content to their offering. This signals that the space of digital content and video streaming is untapped and as the saying goes: "Fortune favours the brave." It is time for Africans to start building solutions for their markets instead of waiting for external solutions to cater for their needs.
NYATETU: Agency work is what built NWPLUSTV. But once we launched the platform, we made a bold decision — to burn the ships and stop taking on agency projects altogether. It was a leap of faith. The transition has been tough, with cashflow stretched thin. And as founders, there have been moments when we second-guessed ourselves, wondering if we should have kept one foot in our old world. But deep down, we knew that to fully commit to our vision, we had to go all in — no safety nets, no plan B. That decision, as challenging as it's been, has shaped the resilience and clarity we carry today.
How do your different strengths complement each other as co-founders?
NYATETU: We're similar yet different—we share the same values and life experiences, but bring unique strengths to the table. Being sisters adds an interesting dynamic: we know exactly how to challenge and support each other. Early on, we decided who handles what, and we don't interfere in the other's lane. Our motto is to "work together and not against each other"—pushing one another to do better—while dividing responsibilities so the business benefits from both our strengths and covers for each other's weaknesses. For example, Muthoni has strong communication skills which enable her to articulate herself, her thoughts and vision of the business for the team to understand. While, I have the unique ability to bring creative and business world's together, making ideas actionable and effective. That balance is what's helped us grow from a creative agency into a thriving streaming platform.
What advice would you give to other African creators building distribution platforms?
MUTHONI: Challenges will always be a part of the journey therefore, we ensured that we embraced failure and learned from the lessons quickly. One initial challenge was hiring talent; looking for individuals who are skilled, committed and eager to grow their careers. Many great ideas never see the light of day because we hesitate to begin. But starting, even small, creates momentum and reveals the next steps. The digital world offers powerful tools, like social media, to showcase your business. Use what's already out there and don't be afraid to just start. Even a rough draft or a simple social media post can be enough to gauge interest and gather valuable feedback. Don't wait for perfection; iterate as you go, refining your approach with each step.
NYATETU: If there's one thing I've learned, it's that who you build with matters as much as what you're building. Choose partners who share your values and work ethic, because business will test you in ways you can't imagine — and the wrong partnership can sink you. Entrepreneurship can be lonely. Surround yourself with other founders and dreamers. Share your wins, your losses, your "what was I thinking?" moments. That community will keep you grounded when the journey gets heavy. Believe fiercely in yourself and in your product. Not everyone will understand your vision at first — and that's okay. Listen to feedback, but don't let criticism crush your conviction. If something isn't working, fail quickly and pivot without ego. The faster you adapt, the faster you grow. And please — build your team early. Learn to let go of the idea that you must do it all yourself. Trust me, the right people will take your vision further than you can alone.