Amazon Prime Video to cut staff and halt African Originals production

Amazon Prime Video is undergoing a restructuring of its international business, with a particular emphasis on prioritizing European Originals. This strategic shift involves a reduction in content and staff in Africa and the Middle East. The restructuring aims to streamline operations, refocus resources, and align the streaming platform with its goal of delivering compelling content to a global audience.

The reorganization includes a decision to halt the greenlighting of local originals in Sub-Saharan Africa and the Middle East and North Africa for the foreseeable future. While shows from the MENA region that have already been greenlit or contracted will proceed, there will be no new additions to the list. This decision is part of a broader effort to allocate resources more efficiently and prioritize regions that have shown significant potential and impact.

In a communication to staff, it was conveyed that the European team would be divided into two segments, both reporting to Prime Video Europe VP Barry Furlong. The first segment, known as EU Established, will be led by country director for France Brigitte Ricou-Bellan, focusing on key markets such as the U.K., Germany, Italy, France, and Spain. The second segment, EU Emerging, will be led by Ritchie Ordonez, director of Benelux, CEE, and Turkey, concentrating on growing businesses in Benelux, the Nordics, and CEE.

While the company did not specify whether the restructuring in Europe would lead to staff layoffs, the changes aim to improve operational efficiency, agility, and focus. These adjustments are driven by a careful evaluation of the business structure to ensure that resources are allocated to areas that matter most to customers and contribute to long-term success.

Notably, Amazon Prime Video has been actively investing in Africa and the Middle East, including the establishment of dedicated country teams for Nigeria and South Africa. The company has hired new employees and secured multi-year licensing deals as part of its strategy to bolster its presence in these regions. Africa, in particular, had been a priority within the company’s expansion plan.

The decision to refocus on European originals aligns with Amazon Prime Video’s commitment to delivering diverse and compelling content to a global audience. The streaming platform has been steadily increasing its investment in original content worldwide, aiming to offer a wide range of high-quality shows and movies that cater to the preferences and interests of viewers across different regions.

The company also intends to bring in a new executive for the role of director of EU content and programming strategy. This position will work collaboratively with U.S. and international colleagues, focusing on Amazon MGM Studios’ pipeline. The move demonstrates Amazon Prime Video’s commitment to staying at the forefront of content creation and curation, ensuring that its programming strategy aligns with evolving market demands and viewer expectations.

As the streaming landscape continues to evolve, platforms like Amazon Prime Video must adapt to changing market dynamics, audience preferences, and global content trends. The reorganization reflects a strategic effort to realign resources, enhance efficiency, and position the platform for sustained success in an increasingly competitive and dynamic streaming market.