Netflix has expanded its African content slate by launching its first daily highlights programme focused on the Africa Cup of Nations (Afcon), taking a cautious step into sports related programming on the continent.
The initiative excludes live match coverage but points to a bigger shift in Netflix’s content strategy. Sport now features more prominently where the platform can present it through analysis, recap and storytelling rather than live competition.
A Catch-Up Format
The programme runs from 22 December to 19 January and delivers highlights from the previous day’s Afcon matches. In addition to match footage, episodes feature expert commentary, player interviews, fan reactions and scenes from Morocco, the tournament’s host nation.
Netflix is releasing episodes each morning at 8am SAST, positioning the series as a daily catch-up option ahead of scheduled fixtures rather than as a replacement for live broadcasts.
Local Faces, Pan-African Reach
Robert Marawa and Minnie Dlamini present the programme, with football analysis from Melissa Reddy. Alto Prod produces the show, which streams with English audio alongside English and French subtitles to serve Afcon’s continental audience.
The format prioritises accessibility and structured storytelling, reflecting Netflix’s strength in on-demand programming rather than real-time sports coverage.
Testing the Sports Waters
Netflix is not pursuing live Afcon broadcasting rights or competing with traditional sports broadcasters for appointment viewing. Instead, the platform is evaluating how audiences respond to football content delivered as packaged entertainment.
This approach aligns with Netflix’s global experience in sports storytelling through series such as Drive to Survive, Full Swing and Break Point. Although the company has tested limited live, sports-adjacent events, it has avoided the financial and operational demands of premium live sports rights.
Measuring Market Demand
The Afcon highlights programme gives Netflix a low-risk way to assess demand for football content in African markets. The format allows the company to study viewing patterns without committing to heavy infrastructure investment or complex regulatory requirements.
Sports broadcasting rights across Africa remain fragmented, while football continues to draw large audiences despite uneven pay TV penetration and high price sensitivity.
As Netflix develops its advertising-supported offerings, the Afcon programme serves as a practical test of audience engagement, offering insight into how the platform might approach sports content in Africa in the future.
