#Netflix released a 45-page report on its “Africa adventures” from 2016-2022. We went through it and shared highlights in a Twitter thread. This was the easiest and quickest method to summarize the report’s findings.
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Intro statements from Shola Sanni Director of Public Policy, sub-Saharan Africa Netflix; and Dean Garfield VP, Public Policy. In a nutshell, Netflix is excited about the future of its presence in Africa and bringing Africa to the world.
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$175 million invested over the six-year period; or just about $29 million a year towards both content and “creative ecosystems” in South Africa, Kenya, and Nigeria combined; or about $10 million annually to each country. Can’t wait to see numbers from Prime Video eventually.
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FYI: SSA refers to Sub-Saharan Africa (or as I call it, “Black Africa”). Agreed with the proclamations on both screengrabs. The industries in Nigeria, South Africa, and Kenya have been a consistent source of economic and creative activity; talent is there but no funding.
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10 pages in, lots of “We are invested in the long-term growth of the sector”-type statements. My interpretation: relax, we’re just getting started; we’ll be here for a while and are committed to supporting industry development, sustainability, and competitiveness globally.
I think that may also serve as notice to Prime Video, Disney+ (which is brand new to the continent), Showmax, and future competitors that Netflix will definitely compete, if not aim to be a leader in the region. But good to know they are invested in building from the ground up.
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Their best-performing series/films over the six-year period. Looks like South Africa wins this one, dominating the list. What I look at is the Global Weekly/Top 10 column. If it checks in, it traveled. If it checks in more than once, it traveled well. #Aníkúlápó
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How much Netflix is involved at each stage from idea to screen? Looks like they’re quite involved throughout, except during the production/filming stage when they back off.
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Investment are divided into: short-term (support to contribute to the production of content); medium-term (partnerships to consistently deliver local content); long-term (developing entry-level talent to meet local demand and contribute towards socio-economic objectives).
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Netflix boasts its impact in “leveling up the post-production industry in Africa.” Although they don’t provide the names of each company listed below… just “Vendor 1,” “2,” and “3”.
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Language about being committed to working with local policymakers, regulators, legislators, and government agencies to ensure Netflix’s impact is net positive for the local economies. Hence, “please don’t worry; we’re not neo-colonialists.”
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The gist: Netflix conducted a survey with cast and crew members of locally-produced shows in South Africa, Nigeria, and Kenya to understand the impact of Netflix’s approach, receiving 144 responses.
Results of the survey…
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Results from the survey…
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Snapshots of each country. First, South Africa; second, Nigeria; third, Kenya…
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Clearly, the bulk of the $175 million went into South Africa, with $125 million! Makes sense. They launched with the glossy spy thriller #QUEEN SONO in 2020, which was Netflix’s first African original series. Still there if you haven’t seen it.
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Conclusion in brief: Netflix’s investment in Sub-Sahara Africa (Nigeria, Kenya, South Africa) has had significant economic and social benefits, requiring supportive policies and stakeholder collaboration, to build talent and understanding, and sustain investment. Now you know.
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Read the full report here.