Local is really lekker: The secret to streaming success is authentically African content
Ever think that a series shot in Korean and overlaid with questionable dubbing – with no famous actors to speak off – would achieve global cult status and go on to become one of Netflix’s most-watched shows ever? Well, that is exactly what happened in the case of Squid Games, Netflix’s 2021 series about a fatal contest centred around popular children’s games such as Red Light, Green Light.
Leslie Adams, Sales Director at Reach Africa, says that the tale resonated with both a local and international audience facing a turbulent post-pandemic global economy, which served to ratify Netflix’s strategy of investing in local content.
While the massive global success of local content, as in the case of Squid Games, is admittedly rare, he highlights that for advertisers, local content creates a p...