In a strategic move to streamline its operations, Amazon Prime Video announced a restructuring plan that will prioritize European originals, while making cuts in the African and Middle Eastern markets. The decision comes as part of their effort to optimize resources and focus on key regions for content production and growth.

Although the reorganization will affect content and staff in Africa and the Middle East, shows that have already been greenlit or contracted, such as "LOL ZA" and "Ebuka Turns Up Africa," will still be produced as planned. However, future greenlighting of local originals in Sub-Saharan Africa, the Middle East, and North Africa will be halted for the time being.

While Prime Video will continue to operate in these territories, there will be redundancies within the local teams. On the other hand, the European business unit will be divided into two divisions, reporting to Barry Furlong, Prime Video Europe VP. The first division, known as EU Established, will focus on the UK, Germany, Italy, France, and Spain. It will be headed by Brigitte Ricou-Bellan, serving as the country director for France. The second division, EU Emerging, will concentrate on the growth of businesses in Benelux, the Nordics, and CEE (Central and Eastern Europe). Leading this division will be Ritchie Ordonez, currently the director of Benelux, CEE, and Turkey.

The impact of this European restructuring on Prime Video's existing teams in Europe remains uncertain, as no clear information regarding layoffs has been provided. However, the company intends to fill a new position, that of a director of EU content and programming strategy, who will collaborate with both US and international colleagues on the Amazon MGM Studios pipeline.

It is noteworthy that Amazon Prime Video had been expanding its investment in Africa and the Middle East, establishing dedicated country teams for Nigeria and South Africa, and signing multiple multi-year licensing deals to boost content in these regions. Africa, in particular, had been a priority within their strategy, aimed at showcasing stories from communities that had previously been underrepresented.

The recent restructuring suggests a shift in focus for Amazon Prime Video towards Europe and raises questions about the potential impact on its content offerings and overall business strategy in the African and Middle Eastern markets. Only time will tell how this move will shape the future direction of the streaming platform.