On Wednesday, the global streaming giant, Netflix announced its intentions to widen its operations in Africa, following the success of its local content production ventures in the continent, including the South African drama “Blood and Water”. Netflix, since 2016 has infused an amount of 160 million euros in film content production in Africa, which has created more than 12,000 jobs in Nigeria, Kenya, and South Africa. 

According to a report which gave no details on the scale of its African plans, the company said that $63 million had been set aside for South Africa alone in 2022/2023. It said, “Expanding our business here is good for Netflix”.

The South African series “Blood and Water” has been lauded for its significant international achievement in 2020, ranking first in the United States and currently making South Africa Netflix’s top African contributor. This prompted the move for Netflix’s expansion in Africa.

At a press conference in Johannesburg, Netflix’s sub-Saharan Africa Policy Director, Shola Sanni said “This is the start, we plan to reach more countries on the continent”. The company noted that as they build on these accomplishments to expand the business, they will continue to invest in local create economies and provide more African storytellers with louder voices on the international stage.

Over recent years, Netflix has decided on broadening its production outside the United States. The move is expected to help Netflix establish itself as a dominant player in the African market, where there is an increased demand for local content and rising competition from other streaming platforms. It also provides an opportunity to showcase African stories to a global audience.

The company partnered with the United Nations cultural agency, UNESCO in 2021 to sponsor the launch of an innovative short film competition for young African directors, with which six short movies were selected. This enabled the discovery of new voices in African cinema.