AMAZON Prime Video is set to undergo a significant restructuring, downsizing its operations in Africa and the Middle East, as revealed in a report by the authoritative US entertainment magazine, Variety. The streaming giant will shift its focus towards European originals, discontinuing the contracting of original content in the affected regions. The move marks a notable departure from the platform’s earlier strategy to become a major player in the African streaming landscape.
According to an email to staff seen by Variety, Barry Furlong, Prime Video Europe VP, explained the rationale behind the decision, stating, ‘I have carefully evaluated our structure in the region and decided to make some adjustments to our operating model to rebalance and pivot our resources to focus on the areas that drive the highest impact and long-term success.’
This shift comes just months after Prime Video announced plans to strengthen its presence in Africa, signing multi-year licensing agreements, establishing teams in Nigeria and South Africa, and aiming to become a prominent video streaming player on the continent.
The withdrawal from producing local content in Africa and the Middle East raises questions about the platform’s earlier strategy, which included increased investment in local production, unveiling slates of localized originals, and offering discounted Amazon Prime memberships. The departure could potentially reshape the dynamics of the streaming industry in the region, as competitors such as Showmax, Netflix, and Canal+ seek to capitalize on the growing demand for localized content.
Prime Video’s prior efforts in Africa garnered attention and success, with movies like Breath of Life and Jade Osiberu’s Gangs of Lagos earning critical acclaim and commercial success. At its peak, Prime Video had over 600,000 subscribers in Africa, with plans to add 1.5 million new subscribers over the next four years. The platform’s shift in focus underscores the evolving competition in the streaming war for African content and viewership.