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Netflix’s African strategy: Local stories with global potential
Netflix’s director of content for Africa, Dorothy Ghettuba, recently shared the streaming giant’s strategy for the continent at the Durban FilmMart. Her insights revealed a focused approach: capturing local audiences first to create global sensations. This strategy has already seen success with shows like “Casa de Papel,” “Burning Body,” and “Squid Game,” which started as local hits before gaining international acclaim.
The importance of local stories
“We want to entertain the world. We want to tell them African stories,” Ghettuba emphasized. “But our focus first has got to be local, and then it goes global. We don’t aim for global hits. Shows like ‘Casa de Papel,’ ‘Burning Body,’ ‘Squid Game’ — those are local shows.”
Ghettuba’s conversation with South African producers Jayan Moodley (“Keeping Up With the Kandasamys”) and Katleho Ramaphakela (“How to Ruin Christmas”) highlighted how authentic local stories can resonate globally. Both producers shared their experiences of creating content that first captured local hearts before gaining international attention.
Authenticity as the key to success
Ghettuba pointed to titles like “Kandasamys,” a comedy franchise set in South Africa’s Indian community, and the hit comedy series “How to Ruin Christmas,” as examples of authentic stories that resonate with local audiences before becoming global breakouts. “You can’t manufacture a global hit, but you can start by having an authentic local story,” she said. “It has to be something that people will love, they will enjoy, and then a fandom will be created around it.”
The success of these shows underscores the importance of authenticity. “The moment you say, ‘I have an international hit,’ I am out,” Ghettuba continued. “Because what we have learned is that the more local a show, the more it resonates with your audience. And what happens is that it is loved by people in South Africa, and there’s an effect that it is loved by people in Africa and across the globe.”
Building relationships with African creators
Since the 2020 release of its first African original series, the Pearl Thusi-starring spy thriller “Queen Sono” (https://trailers.movieetv.com/search/queen-sono), Netflix has steadily developed relationships with a range of African creators. The company has inked multi-title deals with filmmakers including super-producer Mo Abudu (“Blood Sisters” – https://trailers.movieetv.com/search/blood-sisters) and director Kunle Afolayan (“Anikulapo” – https://trailers.movieetv.com/search/anikulapo) from Nigeria, as well as South African filmmakers Mandla Dube (“Silverton Siege” – https://trailers.movieetv.com/search/silverton-siege) and Donovan Marsh (“iNumber Number” – https://trailers.movieetv.com/search/inumber-number).
Returning to her local-first message, Ghettuba said that such partnerships were the product of finding creators whose shows had already built a passionate local following. “If I have a show that is a hit globally and doesn’t work in South Africa, I will not commission a second season. Because it has not done what it needs to do. That is to entertain local audiences,” she said.
The future of Netflix in Africa
Netflix’s latest African slate, which includes new titles from Nigeria’s Abudu and Kemi Adetiba (“King of Boys” – https://trailers.movieetv.com/search/king-of-boys), highlights how the Los Gatos-based streamer is doubling down on its key markets on the continent. But Ghettuba stressed that the company is taking a “step by step” approach as it continues its African expansion.
“We’re in South Africa; that’s the main focus for us. We are looking at Nigeria as well. And then, for the rest of Africa, it’s very optimistic. We do find these titles from time to time. The idea for us is to keep on growing,” she said. “We are so committed to Africa. We are committed. We are here to stay.”
Reflecting on the future, it’s clear that Netflix’s strategy of prioritizing local stories is not just a business model but a commitment to cultural authenticity. As African creators continue to tell their stories, the world will undoubtedly be watching, ready to embrace the next global sensation born from local roots.
