Prime Video Africa & MENA Staff Face Layoffs In “Rebalance” That Will Boost “Emerging” European Territories
18.01.2024 - 15:05
/ deadline.com
EXCLUSIVE: Prime Video‘s teams in Africa and the Middle East & North Africa region are facing layoffs, as part of a wider restructure that also “rebalances” investment towards Amazon’s European content division.
The move will split Europe in two clusters and see “emerging” territories such as Benelux, the CEE and the Nordics get new investment, with funding for African and MENA slashed. In the past hour, Prime Video’s VP & GM for EMEA, Barry Furlong, has outlined the raft of changes to staff in a memo seen by Deadline.
Among the decisions, which are being defined as a “rebalance” of resources, Prime Video will create two European clusters, EU Established (EU5) and EU Emerging (EUX), with new roles for several execs.
This impacts the Sub-Saharan Africa and MENA, which will see investment decrease to what are being described as “prior levels.”
Furlong said the restructure is part of a plan to “prioritize resources on what matters most to customers” and “rebalance and pivot resources to focus on the areas that drive the highest impact and long-term success.”
We understand staff have been informed in both Sub-Saharan Africa and MENA that roles are set to be eliminated, and that a consultation period is underway.
Among those understood to be impacted is Gideon Khobane, Director of Prime Video Africa. Head of Originals for Africa and the Middle East Ned Mitchell and Director of Content Acquisition and Head WW Major Studio Licensing Strategy Ayanna Ionian, who both work out of LA and have wider remits, are believed to be safe. Ionian’s role includes buying in the U.S. and international territories, along with Africa.
Regional reporting from the MENA region now goes into Prime Video’s APAC leadership, which is led by Gaurav