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Netflix Invests In Original African Content

African subscribers of Netflix will be thrilled to learn that Netflix is about to deliver more local options of shows to enjoy.

The global streaming giant has confirmed that it has decided to order original series from Africa next year to add to its fast-growing content offering.

At a recent Content London conference, Netflix’s Vice President of International Originals, Erik Barmack said that the company was busy looking into opportunities in the African continent and would undoubtedly invest in series from Africa in 2019.

The move is a critical part of Netflix’s plans to diversify its content library to match its diverse global audience. The company wants to offer viewers outside Europe and the US original content starring their local talent. It has already purchased its first original Arabic series, Jinn.
Jinn is a six-episode drama based on traditional Middle East folklore that will premier next.
This year marked the launch of Sacred Games, Netflix’s very first original programme from India, and the streaming company has six more authentic shows from India that are either being planned or already in production.

As Netflix works on creating a diverse content library, Barmack foresees that in a few years 50 percent of the top 10 most-watched shows on Netflix is going to come from outside of the US.
Even just a tiny portion of Netflix’s $8 billion production budget would be a massive boost for local creators all across Africa, who usually struggle with sourcing funding for their projects.

Netflix’s original shows will be competing toe to toe with MultiChoice, the South African payTV provider, which has invested millions into original content in African markets through its Africa Magic channel. But Netflix is ready for that battle and has already rolled out ad campaigns targeting the payTV giant, which dominates the majority of the Anglophone market in Africa.

While shopping for original series to purchase in Africa, Netflix has started paying close attention to Nigeria’s Nollywood, the second-biggest movie industry in the world by volume. Netflix already bought rights to Lionheart, its first authentic Nigerian film, in September.

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