South African entertainment company eMedia has announced a new content licensing partnership with streaming giant Netflix that will see selected E-tv original productions made available to audiences across Africa.
The collaboration marks a significant step in expanding the reach of locally produced television content beyond traditional free-to-air broadcasting.
The partnership launches with E-tv's latest daily drama, The Four of Us, with new episodes becoming available on Netflix within 24 hours of their television premiere.
The series, produced by Tshedza Pictures, debuted on E-tv on 29 June 2026 before launching on Netflix the following day. It occupies the broadcaster's prime-time 8pm weekday slot previously held by the long-running soap opera Scandal!, which aired for 23 years.
Under the agreement, The Four of Us will continue to air weekdays at 8pm on E-tv, with each episode becoming available on Netflix at 9am the following morning.
eMedia said the arrangement gives viewers greater flexibility to watch the series on demand while significantly extending the reach of one of the broadcaster's flagship local productions.
The company added that the agreement reflects the changing landscape of television distribution, where traditional free-to-air broadcasting and global streaming platforms are increasingly working together rather than competing.
According to eMedia, the partnership creates new opportunities to extend the lifespan and commercial value of South African productions while continuing to serve its free-to-air audience.
The broadcaster also indicated that additional collaboration opportunities with Netflix may be explored in the future.
eMedia Chief Content Officer Marlon Davids described the agreement as an important milestone in the company's evolving content strategy.
"This is an important milestone for eMedia as we continue to evolve our content strategy and meet audiences wherever they choose to watch," Davids said.
"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."
For Netflix, the agreement forms part of its broader strategy to strengthen relationships with established African broadcasters and increase the availability of locally produced content across the continent.
Netflix Vice President of Content for the Middle East and Africa, Ben Amadasun, said the partnership represents an exciting new chapter in the platform's commitment to South African storytelling.
"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.
The partnership is expected to broaden the audience for South African productions while showcasing locally produced stories to viewers across Africa through one of the world's largest streaming platforms.