Netflix has been in South Africa for a decade, but the bigger story is what has happened to South African storytelling during those 10 years.
When the streaming platform launched locally in 2016, its arrival was largely about giving South Africans access to a growing catalogue of international films and series, from "Stranger Things" and "The Crown" to "Narcos" and "Orange Is the New Black".
There were no South African Netflix Originals at launch. That began to change in 2018, when Netflix announced "Queen Sono", starring Pearl Thusi, as its first African Original. The series premiered in 2020, followed by a growing slate of South African productions.
A decade later, the relationship looks rather different.
Netflix says more than 300 local titles have appeared on the platform, with productions filmed across 20 cities in eight provinces and partnerships with more than 30 local production companies supporting more than 8,000 jobs.
That investment has also changed the reach of some local stories.
Few examples make the point better than "The Polygamist". The 22-episode South African supernovela, adapted from Zimbabwean author Sue Nyathi’s 2012 novel, became an unlikely international hit after its June debut.
The story of wealthy businessman Jonasi Gomora, his wife Joyce and the women caught up in his secret relationships may sound distinctly local, yet "The Polygamist" has travelled far beyond South Africa.
The Johannesburg-filmed series racked up more than 24 million views in its first weeks, reaching the Top 10 in 62 countries and ranking No. 1 in more than 21. It has since grown to nearly 28 million views, spending seven consecutive weeks in Netflix’s global Top 10 for non-English shows.
Based on Zimbabwean author Sue Nyathi’s 2012 novel, the series also sent viewers back to the source material, with sales of the book tripling after its Netflix debut, more than a decade after its publication.
"The Polygamist" is a good example of how a story rooted in its local setting can find an audience well beyond it.
Netflix’s next phase in South Africa builds on that momentum. "Blood Legacy" returns for a second season on September 25, while "How to Ruin Diwali: Meet The Parents" arrives on October 30.
"Love Is Blind: South Africa" and "Stars & Vows: Anele & Buzza" are also coming later this year, alongside returning titles including "Tuiskoms", "Seriously Single", "Marked" and "Meet the Khumalos".
"Another Disaster Holiday", directed by Rethabile Ramaphakela, arrives on December 11, with Joseph Ngema preparing to become a dad again at 50 and Kay Sibiya joining the returning cast.
The company is also broadening its production partnerships, with BrightFire Productions developing a dating reality show, The Bomb Shelter Film Productions working on a scripted series and Tshedza Pictures developing four scripted series.
Vice-president of content for Netflix Middle East and Africa, Ben Amadasun said: "Ten years ago, we set out to share South African stories and voices with the world and today, we are proud to strengthen our partnership with the local creative industry and continue creating exciting stories that will entertain our members in South Africa and around the world."
"Our slate ahead keeps that ambition alive with the addition of established names alongside bold new production partners across genres from unscripted to thrillers, family dramas and comedy."
After 10 years, Netflix's South African story is therefore about more than how many people are watching. It is also about who is making the stories, where they are being made and how far those stories can travel.
bernelee.vollmer@nationalmg.co.za