This article explores Netflix's expansion into Africa, focusing on its successes and challenges in the region. It highlights the company's commitment to local storytelling and its efforts to bring a blend of global and African content to its viewers.
Netflix has come a long way from a DVD-rental-by-mail service to a global streaming giant boasting 269.2 million paid memberships in more than 190 countries, including South Africa . Larry Tanz, Netflix ’s vice-president of content for Europe, Middle East and Africa , tells me during our interview at a swanky hotel in Sandton: “The journey was bringing Hollywood films and series to international audiences through new ways of distribution.
By looking at what else audiences wanted, local storytelling and audiences seeing themselves on screen became our mission. That was the leap of faith we took when we decided to commission our own films and series globally.” Tanz — coincidentally wearing similar casual grey pants to mine — is Netflix’s vice-president of content for Europe, Middle East and Africa. Seated next to him is a tall man in blue jeans and formal shirt — Ben Amadasun, director of content for Middle East and Africa. After firm handshakes and introductions, the room is immediately filled with laughter and reflections on Netflix’s journey in Africa. As they entered the conference room, it started raining, with a cooling breeze to end the persistent heatwave. It hasn’t been all sunshine and rainbows for this pair, though. As rain represents blessings in most African cultures, I ask them about the successes — and challenges — of the African market since Netflix’s expansion to our shores in 2016. Regarding the South African market particularly, Netflix’s strategy was to bring a blend of local and global entertainmen
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