Why is Amazon Prime Video having a hard time in Africa?
Amazon is rolling out its video streaming service Prime Video all over the world, but it has not been able to expand its market share in Africa as expected. Rest of World, an overseas media outlet, explains why Prime Video is unable to expand its share in Africa.
Prime Video can't compete with Netflix and Showmax in Africa - Rest of World
Below is a pie chart showing the share status of video streaming services on the African continent as of November 2023. The number one market share is Showmax (38.7%), which operates services mainly in Africa, and the second place is Netflix (33.5%). Prime Video's share is only 5.6%, which shows that it is less popular than Showmax and Netflix.
Prime Video and Netflix both launched in Africa in 2016. However, while Netflix has been optimized for the African continent since its launch, Prime Video has not been able to meet local demand.
For example, when using Prime Video in Japan, Japanese anime and movies are displayed on the home screen. However, when the service first started in Africa, most of the home screen was occupied by Indian movies, and the only way to watch popular content in Africa was to search for it yourself.
In December 2021, Amazon signed a licensing agreement with a Nigerian film production company, and in August 2022 , it signed a three-year agreement with Nigerian film director Jade Osiberu to produce Prime Video's own movies and TV shows. We have been working towards expanding the development of original content in Africa. In 2023, the movie `` Gangs of Lagos '' directed by Mr. Osibel was released exclusively on Prime Video.
However, Olusei Asaf, a film producer based in Nigeria, said, ``Prime Video's marketing of African-specific content was insufficient.After three days of release, people stopped talking about Prime Video movies.'' ” points out. According to Asaf, Netflix is installing billboards around the city and running SNS campaigns to promote its unique content. As a result, Netflix's original content seems to have succeeded in attracting a lot of attention even if it is lower-budget content than Prime Video.
Furthermore, the declining popularity of Prime Video in Africa seems to be having an impact on Amazon's strategy, and in January 2024 it was reported that Amazon began cutting hundreds of jobs at its Prime Video base in South Africa. Masu.
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