Amazon’s streaming service, Prime Video, is reducing its funding for original content in Africa and the Middle East as part of a new content strategy. The move will result in a decrease in locally produced content and job cuts in these regions, according to an email from Barry Furlong, Vice President and General Manager, Prime Video, EMEA, reported by Variety. However, pre-existing content that has already been greenlit or contracted will not be affected by the new overhaul.
Prime Video entered the African market in 2016, competing with Netflix and other streaming services. In 2022, it expanded into Nigeria and collaborated with local storytellers to produce original titles such as Jade Osiberu’s Gangs of Lagos. This movie was the first African original movie for Prime Video.
The decision to cut funding for original content in Africa and the Middle East is part of a broader reconfiguration of Amazon’s international business model, which will prioritize European originals instead. Furlong explained that the move is aimed at ensuring resources are allocated to what matters most to customers and improving operational efficiency.
South African author and filmmaker Brett Ahlers-Innes expressed disappointment on Facebook, as he had two projects lined up with Prime Video that are now affected by the decision. He also highlighted the negative impact this will have on the African film and television industry and the loss of employment opportunities for local talent.
As Prime Video reduces its investment in original content in Africa and the Middle East, it is likely that Netflix will gain more ground in the region’s streaming market.
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