A mere year after inking its first African content deal, Amazon Prime Video is all set to extend its reach in the continent and tap into the largely untapped African consumer market. The streamer is now actively pursuing deals with top African talents as part of its new, dedicated local content strategy for Africa.
“We now have a dedicated local content strategy for the continent across the board, from originals to be developed and produced by Amazon Studios, to an exciting licensing slate with top-tier producers,” said Ned Mitchell, the head of originals for Africa and the Middle East for Prime Video and Amazon Studios.
To achieve its goals, Amazon Prime Video has been making a series of hirings to beef up its Africa team, taking a “quick but savvy” approach to finding the right local experts to join its team. The company now has dedicated country teams for Nigeria and South Africa, the largest markets in the continent. The Nigerian team is based in London and works exclusively with local Nigerian talent, while the South African team operates out of Johannesburg and Cape Town.
Recently, at the Joburg Film Festival, Amazon Prime Video announced its latest African pact – a multi-picture licensing agreement with South Africa’s Known Associates, which grants the streamer exclusive SVOD access to over 20 South African feature films. This follows multi-year output deals with top Nigerian producers Inkblot and Anthill Studios.
In 2022, Amazon Prime Video signed a three-year overall deal with Nigerian multi-hyphenate Jáde Osiberu, the creator of hit films “Sugar Rush” and “Isoken,” which will include original scripted dramas and features from Osiberu’s production company Greoh Studios. “This is a true overall deal where we are investing in her as a talent and a magnet for other talent,” said Mitchell.
Underserved markets like Africa, with a population of 1.2 billion, are becoming increasingly important for streaming giants like Amazon Prime Video and its rival Netflix as subscriber growth stalls in other parts of the world. By attracting top African talent, the company aims to attract local subscribers and establish itself as a leading player in the African market.
In conclusion, Amazon Prime Video is making a strong push into the African market and is committed to telling the stories of communities that have never had their stories told on screen before. With its focus on premium content and partnerships with top African talent, the future looks bright for the streaming giant in Africa.
