Netflix has entered into a new content licensing partnership with South African broadcaster E-tv, marking a significant step in expanding the reach of locally produced television content across the African continent.
The agreement, announced by eMedia, will see selected E-tv original productions become available to Netflix subscribers in Africa, beginning with the broadcaster’s latest daily drama, The Four of Us.
The Four of Us leads the partnership
The first series to benefit from the collaboration is The Four of Us, produced by Tshedza Pictures.
The drama premiered on E-tv on 29 June 2026 before making its Netflix debut the following day.
Under the agreement, new episodes will continue to air on E-tv every weekday at 20:00, with each episode becoming available on Netflix at 09:00 the following morning, giving viewers the flexibility to watch on demand.
The series replaces the long-running soap opera Scandal!, which occupied E-tv’s prime-time 20:00 slot for 23 years.
The production also marks Tshedza Pictures’ first television project for the broadcaster.
More local productions could follow
While The Four of Us is the first title included in the agreement, eMedia said the partnership creates opportunities to expand the catalogue of South African productions available on Netflix in the future.
The broadcaster described the deal as part of a broader shift in how television content is distributed, with traditional free-to-air broadcasting and global streaming platforms increasingly working together rather than competing directly.
According to eMedia, this hybrid approach allows local productions to reach larger audiences while extending their commercial lifespan beyond their initial television broadcasts.
New opportunities for South African storytelling
eMedia Chief Content Officer Marlon Davids said the partnership represents an important milestone in the company’s evolving content strategy.
“Working with Netflix enables us to take our content further, while continuing to deliver strong local entertainment to the free-to-air audiences at the centre of what we do,” Davids said.
Netflix also described the agreement as part of its long-term investment in South African storytelling.
Netflix celebrates a decade in South Africa
Netflix Vice President of Content for the Middle East and Africa, Ben Amadasun, said the partnership reinforces the streaming giant’s commitment to locally produced African content.
“As we celebrate 10 years in Mzansi, we believe that E-tv’s creative ambition and Netflix’s passion for African stories can open a new era for South African content—one that resonates across the continent and beyond for generations to come,” Amadasun said.
Streaming and television increasingly working together
The agreement reflects a growing trend within the entertainment industry, where broadcasters and streaming platforms collaborate to maximise audience reach rather than operate as direct competitors.
For South African producers and creators, the partnership provides an opportunity for locally produced content to reach millions of viewers across Africa while maintaining its presence on free-to-air television.
Industry observers say collaborations of this nature could pave the way for more South African dramas, documentaries and entertainment programmes to secure wider international exposure in the years ahead.
