eMedia signs Netflix licensing deal to widen distribution of local programming
Underscoring the growing convergence between traditional broadcasters and global streaming services.The agreement begins with The Four of Us, e.tv's new daily drama, which will air on the broadcaster at 8pm CAT before becoming available to Netflix subscribers across Africa from 9am the following day.
The companies did not disclose the financial terms of the agreement.
For eMedia, the partnership forms part of a broader strategy to extend the commercial life and regional reach of its locally produced content at a time when audiences are increasingly consuming television across multiple platforms. While e.tv remains the programme's first broadcast window, the Netflix arrangement gives the broadcaster access to a wider audience without altering its free-to-air offering.
The deal also reflects a shift in the relationship between broadcasters and streaming platforms. Rather than competing exclusively for viewers, media companies are increasingly pursuing licensing agreements that allow content to move across different distribution channels, creating additional opportunities for monetisation and audience growth.
Marlon Davids, eMedia's chief content officer, said the agreement supports the company's evolving content strategy by making its productions available wherever audiences choose to watch while maintaining its commitment to free-to-air television.
Netflix said the partnership aligns with its continued investment in South African content and expands the availability of locally produced programming to subscribers across the continent.
Ben Amadasun, Netflix's vice-president for content in the Middle East and Africa, said the agreement reinforces the streaming company's long-term commitment to South African storytelling as it marks a decade of operations in the country.
The transaction follows a broader trend in the local broadcasting sector as traditional television operators adapt to changing viewing habits. In recent years, broadcasters have increasingly partnered with streaming platforms to extend the reach of their programming, while streaming services continue to expand their African content libraries through commissioning and licensing agreements.
For eMedia, the Netflix partnership offers an additional distribution channel for original productions while potentially strengthening the visibility of South African content beyond its domestic market.