Netflix Africa Appoints Kaye-Ann Williams as New Director of Scripted Content

Netflix Africa has announced a major leadership change with the appointment of Kaye-Ann Williams as its new Director of Scripted Content.

Starting in February, Williams will oversee the development of original African films and TV series, with a focus on local productions aimed at strengthening Netflix’s presence in the region.

Williams, a former Amazon Studios executive, brings extensive experience to the role. During her tenure at Amazon, she led the African content strategy, particularly emphasising South African productions. Most recently, she served as the content lead at Primedia Studios, the company behind The Traitors South Africa.

Williams will report to Ben Amadasun, Netflix’s Vice President of Middle East and Africa Content, who expressed enthusiasm about her appointment. “I’m delighted to welcome Kaye-Ann to the team as we strengthen our long-term commitment to African storytelling. Her experience and proven success in nurturing local talent will be invaluable as we continue to build on the fantastic work done so far,” Amadasun said.

This leadership change follows the departure of Tendeka Matatu, Netflix’s outgoing Director of Local Language Films, who is leaving to pursue new opportunities.

Williams’ appointment comes at a time when Netflix is reaffirming its commitment to African content amid industry concerns about reduced international streaming investments in the region. In early 2024, Amazon scaled back its funding for African productions, leading to speculation about Netflix’s strategy. However, Netflix’s decision to bring Williams on board signals a clear intent to deepen its investment in African storytelling.

Netflix launched its first African original series, Queen Sono, in 2020 and has since struck significant deals with renowned filmmakers, such as Mandla Dube (Silverton Siege) and Jayan Moodley (Kandasamys franchise). Recently, the streaming giant announced new projects at the MIP Africa event in Cape Town, including a Blood Legacy series from Blood & Water producer Gambit Films and the reality show Love Never Lies: South Africa.

Williams’ hiring aligns with Netflix’s broader strategy of delivering culturally relevant, diverse programming to its global audience. African originals have gained traction worldwide, contributing to Netflix’s reputation for championing under-represented voices.

The announcement also follows Netflix’s impressive financial performance in Q4, during which the company surpassed expectations, adding nearly 19 million new subscribers and reaching a global subscriber base of 300 million.

With Williams at the helm of scripted content for Africa, Netflix looks poised to accelerate its growth in the region, offering audiences a richer variety of stories that reflect the continent’s cultural and creative vibrancy.