“We’re in South Africa; that’s the main focus for us. We are looking at Nigeria as well. And then, for the rest of Africa, it’s very optimistic. We do find these titles from time to time. The idea for us is to keep on growing.” ~ Netflix’s Africa chief of content, Dorothy Ghettuba
Less than a week ago, Akoroko Premium subscribers received my analysis of “What Netflix is Doing in Africa” prompted by the streamer’s Q2 2024 earnings report. In the piece, I sought to make sense of Netflix’s seemingly cautious approach to the continent.
This weekend, almost as if directly addressing my assessment, Netflix’s Africa chief of content, Dorothy Ghettuba, took center stage during a panel conversation at Durban FilmMart to discuss the streamer’s Africa strategy.
Based on the above quote, and more, one can infer that, despite being present in Africa since 2016, Netflix’s expansion beyond South Africa remains limited. Ghettuba mentioned Nigeria as a secondary focus, with a vague “optimistic” outlook for the rest of Africa. This suggests no immediate plans for significant expansion across the continent.
Premium subscribers just received a deep dive into what Ghettuba said at Durban. In short, a cautious South Africa-centered dance of local focus and global ambitions, with the streaming giant still struggling to translate its minimal continental presence into international success.
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