Amazon Prime Video, the American streaming service, is making changes in its operations in Africa and the Middle East, as reported by Variety.
The company is restructuring its international business to focus more on European original content.
In an email to Prime Video staff, it was revealed that the streaming service will temporarily stop approving local original content in Sub-Saharan Africa, the Middle East, and North Africa.
This shift follows Amazon’s entry into the African streaming market in 2016, competing with Netflix and local players.
Prime Video had launched a localised version in Nigeria in 2022, with Gangs of Lagos being its first African original movie a year later.
Ned Mitchell, the head of originals for Africa and the Middle East, initially aimed to increase original content production in the region.
However, the recent communication indicates a change in direction from Mitchell’s original vision. Despite this, Prime Video will proceed with LOL ZA and Ebuka Turns Up Africa, two commissioned African originals.
The streaming platform will maintain its presence in both regions and continue uploading non-original movies, despite the reported budget tightening and layoffs. Mitchell is yet to respond to comments regarding the recent changes.
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