Understanding Netflix’s Foray into Original Productions in South Africa: A “Jet Plane” and “Helicopter” View

This chapter takes a “jet plane” and “helicopter” approach to understanding implications of Netflix’s foray into original content production in South Africa. The chapter argues that bringing together critical political economy, associated with a “jet plane” view, and critical media industry studies, associated with a “helicopter” view, offers a fuller understanding of what Netflix’s manoeuvres mean for South African television industry. The chapter further argues that coloniality needs to be accounted for when analysing Netflix’s entry into Africa. Combining critical political economy and critical media industry approaches helps account for coloniality at macro-, meso-, and micro-level. Netflix is a relatively new entry in South African television market and little study has gone into implications of its entry. Newspaper articles about Netflix’s activities in South Africa provide data that is used for this analysis.