Amazon Prime Video is undergoing an international business restructuring, with a newfound emphasis on European original content. The reorganization includes a reduction in content and staff allocation for Africa and the Middle East, signaling a shift in the streaming giant's global priorities.
While existing projects like "LOL ZA" and "Ebuka Turns Up Africa" in the MENA region remain unaffected, there is uncertainty about the greenlighting of new local originals in Sub Saharan Africa, the Middle East, and North Africa.
In Europe, the restructuring divides the team into two segments, reporting to Prime Video Europe VP Barry Furlong. The EU Established team, led by country director Brigitte Ricou-Bellan, will concentrate on major markets like the U.K., Germany, Italy, France, and Spain. Meanwhile, the EU Emerging team, under the leadership of Ritchie Ordonez, will focus on growing businesses in Benelux, the Nordics, and CEE.
The company plans to hire a new executive, the director of EU content and programming strategy, who will collaborate with both U.S. and international colleagues on the Amazon MGM Studios pipeline.
Prime Video's Europe VP, Barry Furlong, conveyed the decision to staff, stating that the adjustments aim to prioritize resources for customer-centric impact and long-term success. The restructuring reflects a response to feedback received over the past year, with the goal of enhancing operational efficiency and focus.
This development comes in contrast to Prime Video's previous investments in Africa and the Middle East, which included dedicated country teams, new hires, and licensing deals. The decision to pivot towards European originals underscores the evolving priorities within Amazon Prime Video's global content strategy. The streaming service aims to balance its approach to storytelling across diverse regions, acknowledging the need for strategic adjustments to achieve long-term success.
Source: Variety
