Prime Video Cuts Funding in Africa, Middle East in Favor of Focusing on European Originals Most Popular Must Read Sign Up for Variety Newsletters More From Our Brands Viral Watch


Amazon Prime Video is restructuring its international business to focus on European originals. The re-org includes cutting content and staff in Africa and the Middle East.

Shows that have already been greenlit or contracted are still on the slate, including “LOL ZA” and “Ebuka Turns Up Africa,” but it will stop greenlighting local originals in Sub Saharan Africa, the Middle East and North Africa “for the foreseeable future.”

Although Prime Video will continue to operate in those territories, there will be redundancies in the local teams.

Meanwhile the European team will be split into two, both reporting into Furlong. One, known as EU Established and led by country director for France Brigitte Ricou-Bellan, will focus on the U.K., Germany, Italy, France and Spain. The other, EU Emerging, will focus on growing businesses in Benelux, the Nordics and CEE. It will be led by Ritchie Ordonez, director of Benelux, CEE and Turkey.

The company also intends to hire in a new role, currently defined as director of EU content and programming strategy, who will work with both U.S. and international colleagues on the Amazon MGM Studios pipeline.

In an email to staff, Furlong said: “We’ve been carefully looking at our business to ensure we continue to prioritize our resources on what matters most to customers. I have carefully evaluated our structure in the region and decided to make some adjustments to our operating model to rebalance and pivot our resources to focus on the areas that drive the highest impact and long-term success. I have listened and considered the feedback received across the teams over the past 12 months; I believe these changes will improve the operational running of our multi-territory business and allow us to be more agile and focused.”



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