Amazon reportedly downsizes Africa streaming operations
TLDR
- Amazon Prime Video is downsizing staff and scaling back local content production in Africa and the Middle East to prioritize the European market.
- The decision aims to focus on areas that contribute to the platform's highest impact and long-term success, according to the vice president of Prime's EMEA division.
- Approved shows will continue to be released, but Prime will no longer approve new local shows in sub-Saharan Africa, the Middle East, and North Africa.
Amazon Prime Video, a global streaming platform, is reportedly downsizing its staff and scaling back local content production in Africa and the Middle East, according to a report by Variety cited by Bendada. This move comes as part of a restructuring effort, redirecting focus towards the European market.
While Prime is the third-largest streaming platform in Africa, the decision aims to prioritize areas that contribute to the platform's highest impact and long-term success, according to Barry Furlong, the vice president of Prime's EMEA (Europe, Middle East, and Africa) division.
The extent of the impact on employees is not explicitly mentioned in the report, and it remains unclear how many staff members will be affected by the restructuring. While approved shows like "Ebuka Turns Up Africa" will continue to be released, Prime will cease approving new local shows in sub-Saharan Africa, the Middle East, and North Africa as part of the strategic shift in its business model.
Key Takeaways
The streaming market in Africa is anticipated to see substantial growth, with projections suggesting at least 18 million paying streaming customers by 2029, a significant increase from the 8 million customers recorded in the previous year. Despite this growth, streaming penetration remains relatively low, with the majority of customers concentrated in South Africa and Nigeria. Netflix and Showmax currently dominate the African streaming market, holding a combined 75% market share. However, it's noteworthy that by 2029, only 7.7% of African households are expected to be paying for at least one of these platforms, highlighting the scope for further expansion. In 2021, Amazon Prime was estimated to have 575,000 sub-Saharan customers, a number projected to reach 1.9 million by 2026. These projections underscore the evolving dynamics of the streaming landscape in Africa, reflecting both growth potential and the diversification of streaming platform preferences among consumers on the continent.
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