South African media giant eMedia has announced a major content licensing partnership between its free-to-air broadcaster, E-tv, and the global streaming platform Netflix. The collaboration aims to bring select E-tv original productions to subscription audiences across the African continent, successfully extending the commercial reach of local storytelling beyond traditional linear television.
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The partnership launched with E-tv’s highly anticipated daily drama, The Four of Us. Produced by Tshedza Pictures, the series officially premiered on E-tv on June 29, 2026, and debuted on Netflix the following day. Under the terms of the agreement, new episodes air weeknights on E-tv at 20:00, taking over the prime slot previously occupied for 23 years by the iconic soapie Scandal!. The episodes then become available to stream on Netflix across Africa within 24 hours of their linear broadcast, launching on the platform at 09:00 the next morning.
The Four of Us is a gripping family drama centred on the influential Dhlomo family, exploring themes of power struggles, old wounds, and deep resentments. The powerhouse ensemble cast is led by Sindi Dlathu and Sdumo Mtshali, alongside Thembinkosi Mthembu and a diverse mix of established and rising South African talent.
According to eMedia, the agreement highlights a shifting media landscape where free-to-air broadcasting and global streaming services function as complementary platforms rather than direct competitors. eMedia Chief Content Officer Marlon Davids noted that the deal allows the broadcaster to evolve its content strategy and meet audiences on their preferred screens without compromising its foundational free-to-air viewership.
For Netflix, which is currently celebrating its tenth year operating in South Africa, the licensing agreement signals a deliberate effort to deepen ties with established local broadcasters. Ben Amadasun, Netflix’s VP of Content for the Middle East and Africa, stated that combining E-tv’s creative ambition with Netflix’s regional reach could open a new era for South African content. The Four of Us is the first title to debut under this agreement, with both companies planning to explore further licensing opportunities over time.
