In a recent statement, Canal+ Africa’s CEO, Mr Mignot, expressed that Canal+ intends to leverage its financing, production, and distribution entity, StudioCanal, to export South African-made content. “StudioCanal is ubiquitous… they are the leading exporter of European content globally and are well-prepared for sales,” he remarked.
Mignot emphasised that to successfully penetrate international markets, the production quality must meet high standards. He highlighted recent series such as “Shaka Ilembe” and “Spinners” as prime examples of content well-suited for global distribution.
“Shaka Ilembe,” a dramatic portrayal of the life of the iconic King Shaka, achieved significant success by attracting a record 3.6 million viewers during its premiere week in June 2023, marking the highest viewership for a MultiChoice-produced series. In 2024, it garnered multiple awards at the South African Film and Television Awards and boasts an impressive IMDb rating of 8.9 based on 787 reviews and a 96% approval rating on Google Reviews. The production generated over 16,000 jobs and utilised 120 builders and thatchers for set construction.
The series Spinners delves into the life of a 17-year-old who seeks to escape gang culture on the Cape Flats through the adrenaline-fueled world of motorsport spinning.
While MultiChoice’s international sales arm, MultiChoice Studios, has long licensed and co-produced content for global audiences, the larger StudioCanal offers a more extensive reach, investing approximately US$200 million annually in films and series.
Canal+ has the opportunity to capitalise on the expertise of MultiChoice filmmakers, leveraging the lower production costs in South Africa to create high-quality content at competitive prices compared to other markets. This approach could yield substantial profits by targeting larger markets with stronger currencies, particularly those interested in international content.
In recent years, MultiChoice has shifted to a “hyper-local” content strategy, focusing on producing content tailored to African audiences. In 2023, it also made a strategic pivot for its on-demand video streaming service, Showmax, concentrating solely on the African market. With the introduction of Showmax 2.0, MultiChoice discontinued the service’s availability in Australia, Europe, New Zealand, and North America, which had previously provided access for expatriates and interested overseas viewers.
International streaming platforms like Netflix and Amazon Prime Video have invested in South African cinema and series. Netflix’s locally produced films and shows, such as the award-winning documentary “My Octopus Teacher,” have received critical acclaim and popularity. More recently, the true crime documentary “Beauty and the Bester” — detailing the notorious prison escape of Facebook rapist Thabo Bester with assistance from Dr Nandipha Magudumana — resonated in several international markets, topping streaming charts in the UK, thus directly competing with Showmax’s own true crime offerings.
Additionally, Netflix has collaborated with international filmmakers in South Africa, exemplified by the live-action adaptation of the anime series “One Piece,” which became the platform’s priciest endeavour in Africa, costing US$48.7 million for its first season. On the other hand, Amazon has scaled back its production efforts in Africa as of 2024, but continues to produce significant films and series in the region, including Chris Pratt’s popular show, “The Terminal List.”
