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Amazon Prime Video, the American streaming service, is reportedly implementing cost-cutting measures and conducting layoffs within its African and Middle Eastern teams, according to a report from Variety, a Los Angeles-based publication. The company is currently undergoing a restructuring of its international business, with a shift in focus towards European original content.
Details revealed in an email to Prime Video staff, as reported by Variety, indicate that the streaming service plans to temporarily suspend the approval of local original content in Sub-Saharan Africa, the Middle East, and North Africa.
Amazon made its entry into the African streaming market in 2016, entering into competition with Netflix and other local players. Six years later, Prime Video expanded its reach by launching a localized version of its streaming service in Nigeria. A year following the launch, Gangs of Lagos became its inaugural African original movie. While Ned Mitchell, the head of originals for Africa and the Middle East at Prime Video and Amazon Studios, initially expressed optimism about increasing original content production in the region, the recent communication suggests a departure from Mitchell’s earlier vision. His original plan outlined a strategy “to create…premium content [that] will attract all African storytellers and crews and talent who want to join us in creating those stories. And if we can get that right, I really don’t think there’s a limit to where we can go next.”
As of the time of this report, Mitchell has not responded to comments regarding the budget cuts.
Despite the recent downsizing, the streaming platform intends to proceed with LOL ZA and Ebuka Turns Up Africa, two African original productions it has commissioned. Additionally, the platform will maintain its presence in both regions and continue to offer non-original content uploads.
Source: Benjamindada