Netflix has retrenched its African content boss, Ben Amadasun, after seven years with the streaming platform. His departure forms part of a global restructuring affecting about 6% of its workforce, or roughly 1,000 employees.

Kaye Ann Williams, Netflix’s director of scripted content for sub-Saharan Africa, will take over responsibility for its content strategy in South Africa and across the continent. Both executives have been based in Amsterdam.

A leadership change for African content

Amadasun joined Netflix in 2019 as director of content acquisitions and co-productions for Africa. He later became director of content for Africa before taking responsibility for the Middle East and Africa in June 2022.

In August 2023, he was promoted to vice-president.

His exit comes shortly after he visited Johannesburg for Netflix’s two-day celebration marking a decade in South Africa. The programme included a presentation of upcoming content and an evening gathering attended by figures from the local film and television industry.

Speaking at the celebration, Amadasun said South Africa had become Netflix’s leading filming destination in sub-Saharan Africa.

He also said the company had worked with more than 30 South African production companies and produced and licensed over 300 original titles across Africa.

African investment remains unchanged

Despite the leadership change, Netflix’s investment in original African content is reportedly unchanged. There is currently no indication in the supplied information of further changes to its African content operations.

South Africa’s role in that strategy has grown since Netflix launched Queen Sono, its first fully original South African title, in 2020.

At the anniversary event, Amadasun highlighted the growing international appetite for South African stories and expressed pride in the content developed with local industry partners.

Cape Town appearances will continue

Amadasun will no longer attend the upcoming MIP Africa and Fame Week Africa television market in Cape Town.

Netflix will, however, retain its scheduled panel discussion, with Williams due to participate. The streamer also plans to host an evening cocktail event for producers, keeping those industry engagements on its calendar despite the executive departure.