Prime Video Halts Local Originals in Africa, Middle East


Amazon Prime Video is reportedly reducing its operations in Africa and the Middle East, as detailed in a Deadline report. This strategic shift will lead to a decreased focus on these regions, impacting local teams.

As part of this realignment, Prime Video will discontinue commissioning original content specifically for the African and Middle Eastern markets. Nevertheless, any original shows that have already received approval will proceed as planned.

In addition, the reorganization includes dividing the European team into two distinct segments. The EU Established group will concentrate on established markets including the U.K., Germany, Italy, France, and Spain. Meanwhile, the EU Emerging group will be responsible for managing operations in the Benelux countries (Belgium, the Netherlands, and Luxembourg), the Nordic countries, and Central and Eastern Europe, as per the report.

Barry Furlong, Prime Video Europe’s Vice President, emphasized the importance of aligning the company’s resources with customer priorities. In a staff email quoted by Variety, Furlong explained that after a thorough review of the business structure in the region, he has decided to adjust the operating model. This strategic move aims to shift resources towards areas that promise the most significant impact and long-term success for the company.

Furlong also mentioned that he has taken into account the feedback from teams over the last year. He is confident that these changes will not only streamline the operational efficiency of their business across multiple territories but also enhance the company’s agility and focus.

In a surprising twist, the recent upheaval occurred several months following Prime Video’s announcement of a strategic plan aimed at dominating the African video streaming market. This strategy involved signing long-term licensing deals with various production companies and establishing dedicated teams in Nigeria and South Africa.


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