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Netflix’s Africa Content Head Dorothy Ghettuba Maps Out Streamer’s Local-First Strategy for Continent: ‘We Don’t Aim for Global Hits’

Appearing at the Durban FilmMart, the streaming exec mapped out the company's plans for the continent, insisting: 'We are so committed to Africa.'

Netflix ’s director of content for Africa Dorothy Ghettuba laid out the streamer’s strategy for the continent this week at the Durban FilmMart, telling a standing-room-only session that the key to launching the next global sensation is to first capture the hearts of local audiences. The Netflix exec appeared in conversation in Durban with South African producers Jayan Moodley (“Keeping Up With the Kandasamys”) and Katleho Ramaphakela (“How to Ruin Christmas”), who used their personal experience as case studies for how to launch a hit on the global streaming giant. Netflix’s latest African slate, which includes new titles from Nigeria’s Abudu and Kemi Adetiba (“King of Boys”), highlights how the Los Gatos-based streamer is doubling down on its key markets on the continent.

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