Netflix continues its expansion into developing markets with news of its first original series due for global release on February 28. The series called ‘Queen Sono’ is a spy thriller with a female African hero.
“Queen Sono” is “a kaleidoscope of expression of African artistry,” says Dorothy Ghettuba, head of International Originals for Africa at Netflix. “It showcases an African aesthetic onscreen that the rest of the world has never had a chance to see … exploring the origins of contemporary trends through African eyes and the breadth of ideas that this vast continent has to offer.“
Kagiso Lediga who is the South African creator of the show added that this show is particularly designed to be a pan African thriller that is entertaining as well as a smart political drama.
Africa represents a “growing” market,” says Murray. His firm projects that Internet-delivered TV and video revenues in sub-Saharan Africa will top $1 billion by 2024 (up from $223 million in 2018), with almost 10 million subscribers by 2023 (up from 1.56 million in 2017), According to CNN Africa.
“Although there’s a global demand for Hollywood content, people always want to watch local stars and local product. You have to refresh your content on a regular basis to keep subscribers and attract new subscribers,” Murray adds.
Netflix is planning to create more shows for the African market. The streaming giant has begun this agenda with the release of “Shadow,” a smaller South African production commissioned after “Queen Sono,” premiered last March. In April year, they launched the first original African animation, “Mama K’s Team 4,” about four girls in a futuristic Zambia, with a South African teen drama, “Blood & Water,” also in the works.