In the unforgiving world of startups, most people don’t survive one failure—Jason Njoku survived ten.

Born in London in 1980 to Nigerian parents, Njoku's childhood was split between the UK and Nigeria, giving him a dual lens on two very different worlds. After earning a Chemistry degree from the University of Manchester, he took the road less traveled. While his peers pursued safe careers, Njoku threw himself into entrepreneurship, with disastrous results. Ten ventures failed, one after another. By 2010, at 30, broke and back at his mother’s house, he had little more than resilience left in his pocket.

Then came idea number eleven.

The Spark That Lit a Market

In trying to watch Nollywood films with friends in the UK, Njoku noticed something strange: Africa’s second-largest film industry was nowhere to be found online—except in the form of grainy, pirated DVDs or on shady websites. The industry was thriving offline but invisible to the global audience. And then it clicked.

In 2011, Njoku launched what would become his breakout venture: iROKOtv, a digital platform for streaming Nollywood films. The idea was simple but powerful—make Nigerian cinema legally accessible online, globally. The timing was right. The execution was relentless.

From YouTube to Millions

iROKOtv began as a basic YouTube channel, but within months, it captured the attention of international investors. Later that year, Njoku secured a $3 million Series A round led by U.S. hedge fund Tiger Global, putting his 11th attempt on solid financial ground. Over the next several years, iROKOtv would raise over $35 million in total funding, including an $8 million round in 2020 from both existing and new investors such as Rise Capital. This made iROKOtv one of Nigeria’s most well-funded tech companies.

As competition in global streaming intensified, Njoku made another bold move: shifting the platform’s focus from general online streaming to a mobile-first, Android-first, download-only model. Internet infrastructure across Africa was inconsistent, and buffering plagued users. Njoku’s pivot made the service more accessible and tailored to the continent’s digital realities.

More Than Just a Platform

But Njoku wasn’t building just a streaming service. He was building an entire ecosystem. He launched ROK Studios, a creative powerhouse that today produces 90% of the content on iROKOtv. He expanded into TV channels, diversifying revenue and reducing reliance on unstable local markets.

The platform exploded in popularity. Viewers from 178 countries began streaming Nollywood content, making iROKOtv the largest online platform for African entertainment in the world. Njoku, once seen as just another failed startup dreamer, became a global tech figure. In 2016, he was honored with the Outstanding Industry Achievement Award at the West Africa Mobile Awards, recognizing his profound impact on African digital media.

A Phoenix, Not a Failure

iROKOtv, a prominent African streaming service, has essentially ceased operations. While not a complete shutdown, the company has undergone significant changes, including a sale of its production studio ROK to Canal+ and a shift away from its subscription-based model in Nigeria due to challenges in the market. iROKOtv's CEO, Jason Njoku, acknowledged the difficulties of operating a paid streaming service in Nigeria, citing factors like limited willingness to pay for streaming and intense competition.

Despite its successes, iROKOtv faced significant challenges. The company struggled against global streaming giants like Netflix, Amazon, Showmax, and Iflix. The Nigerian market for paid premium streaming services collapsed, leading to a costly $100 million investment over ten years without clear profitability. Njoku admitted that streaming was not the right model for Nollywood in Nigeria, and by 2023, iROKOtv exited the Nigerian market, ceasing local payments.

The Quiet Architect: Bastian Gotter, iROKOtv’s Co-Founder

While Jason Njoku became the public face of iROKOtv, behind the scenes was another key figure: Bastian Gotter, Njoku’s friend from their days at the University of Manchester. When Njoku envisioned digitizing Nollywood, it was Gotter who believed in him—and backed that belief with his own savings.

In 2010, they launched the experimental NollywoodLove YouTube channel, which quickly gained traction and laid the foundation for what would become iROKOtv. Gotter stepped in as COO, helping to navigate the chaotic early days—fundraising, building teams, and expanding into Lagos, London, and New York.

He wasn’t just a partner; he was the operational architect of iROKOtv’s engine. Gotter remained with the company until 2017, after which he pivoted to support other African startups as an investor and mentor.

The Final Word

Jason Njoku’s story isn’t one of overnight success. It’s the story of a man who bet everything—again and again—and refused to let failure define him. From his mother’s couch to the helm of a global media empire, he built not just a company, but a movement that globalized Nollywood, inspired a generation of African tech founders, and challenged foreign dominance in digital storytelling.

For more in the Afro Trailblazers series check out our Entrepreneurship category.