Amazon Prime Video is cutting the budgets for content from Africa and the Middle East by a lot as it shifts its international attention to original shows from Europe.
A statement obtained by Deadline claims that staff layoffs have occurred due to the restructuring in the MENA and Sub-Saharan Africa.
New productions in Sub-Saharan Africa, the Middle East, and North Africa may not happen, but existing commitments for shows in the MENA area will not be affected.
In the reorganisation, Europe will be split into two clusters, “emerging” areas will get more money, and African and MENA regions will get less. Barry Furlong, Prime Video’s VP and GM for EMEA wrote an internal letter outlining these changes. He stressed the need to “rebalance” resources and set up two European clusters.
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What we know
Sub-Saharan Africa and MENA staff have been warned of probable role eliminations, with a comment time.
Some affected include Prime Video Africa Director Gideon Khobane.
The Head of Originals for Africa and the Middle East, Ned Mitchell, and Ayanna Ionian, Director of Content Acquisition and Head of WW Major Studio Licencing Strategy, are believed to be unaffected. In LA, Ionian supervises U.S., foreign, and African acquisitions.
Gaurav Gandhi leads Prime Video’s APAC division, now covering MENA reporting.
Production firms like Jade Osiberu’s Greoh Studios, which signed a three-year partnership with Amazon Prime Video, face uncertainty after the current events.
Prime Video’s exclusive deal created and developed TV series and films. Restructuring has left this deal uncertain.
An unknown future awaits Inkblot, which signed a multi-year partnership with Amazon Prime Video.
The streaming giant’s first licensing agreement with an African production business was important.
Amazon acquired exclusive global rights to Inkblot’s post-theatrical releases.
Popular Inkblot titles like “The Set Up 2,” “Moms at War 2,” and “New Money 3” were released, along with upcoming titles like “Charge and Bail,” “Superstar,” and “The Blood Covenant.”
What to know
Amazon Prime Video, the third-largest video streaming platform in Africa, has grown since its 2016 launch. First, lacking local-language interfaces and original material, the service adapted to African tastes.
Prime Video launched localised strategies in South Africa and Nigeria to enter growing markets.
The platform invested in local production, released localised originals and discounted Amazon Prime memberships.
Prime Video’s impact on African streaming was shown by films like “Breath of Life” and Jade Osiberu’s “Gangs of Lagos”’ critical and economic success. Despite these gains, current reorganisation choices imply a tilt towards European content and possible African and Middle Eastern layoffs.
Amazon’s MENA Retreat: Desert or Paradise?
Amazon’s MENA targets are being questioned. Cuts to Prime Video’s budget and programming stir suspicion. It may be a deliberate move towards Europe or a hint of difficulties in a Netflix-dominated market. Cultural differences and legislative issues complicate streaming expansion in Africa due to low internet and device access. Is Amazon’s optimism fading? Only time will tell if the MENA oasis is gone permanently or temporarily
