Netflix’s director of content for Africa, Dorothy Ghettuba, shared the streaming giant’s strategy for the continent at the Durban FilmMart. She emphasised the crucial step of capturing the hearts of local audiences in creating the next global sensation.
According to Ghettuba, Netflix aims to entertain the world by showcasing African stories but primarily focusing on the local audience before going global. She cited examples such as “Casa de Papel,” “Burning Body,” and “Squid Game” as local shows that have achieved international success, instilling a sense of pride in the local audience. Ghettuba underscored the significance of authentic local storytelling, mentioning titles like “Kandasamys” and “How to Ruin Christmas” as stories that resonated locally before becoming global hits, fostering a sense of cultural connection.
During the discussion, South African producers Jayan Moodley and Katleho Ramaphakela shared their experiences launching successful shows on the streaming platform. Ghettuba reiterated the importance of creating authentic local content that resonates with the audience, stating that nurturing a fandom around a show starts from its local roots.
Netflix has been actively collaborating with African creators, forging relationships and signing multi-title deals with filmmakers and production outfits from Nigeria and South Africa. Ghettuba emphasised the necessity of finding creators whose shows have built a passionate local following. She stated that renewing a show for a second season depends on its ability to entertain local audiences and build a dedicated fan base.
Highlighting Netflix’s commitment to Africa, Ghettuba mentioned the company’s focus on key markets in South Africa and Nigeria. She expressed optimism about finding new content across the continent, emphasising Netflix’s dedication to the region and its long-term presence in Africa. This reiteration of commitment is intended to make the audience feel secure and reassured about Netflix’s long-term presence in Africa.
