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Netflix & SA Tourism share Cultural Affinity survey results

Netflix

Survey shows how South African content inspires tourism and cultural connection

On 21 September, Netflix’s Director of Public Policy, Shola Sanni shared the results from a survey called Cultural Affinity Study at a panel session hosted by SA Tourism at the Africa’s Travel & Tourism Summit held in Johannesburg and Durban. The timely event – which took place ahead of Heritage Day in South Africa (24 Sept) and World Tourism Day on 27 Sept provided an opportune moment to share the global survey that discovered that people who watch content from another country via Netflix, are far more likely to travel to that particular country. 

Sanni shared the survey results of the survey conducted about South African shows in conversation with SA Tourism’s Chief Marketing Officer Mzilikazi Themba Khumalo in a panel session about The Role of Film in the Tourism Industrymoderated by SA Tourism’s Global GM of PR & Communications, Altaaf Kazi. The survey evaluated the impact of South African content on affinity towards the culture of- and tourism to, South Africa.

The Cultural Affinity survey is one of the joint activities from the MOU signed by Netflix and SA Tourism as part of their efforts to showcase South African films and series and encourage and boost tourism to the country. With the tourism sector being one of the hardest hit by the Covid-19 Pandemic, collaboration like the Netflix and SA Tourism one are key to finding creative and innovative ways to keep destinations top of mind in order to reach new audiences in a differentiated and impactful way. 

Netflix believes in the quality and global appeal of South African productions. We contribute to the South African economy not only by investing in local productions (original + licensed content) but also by bringing these unique and diverse stories to the world and increasing interest to visit South Africa. To ensure members will be able to easily find their next favourite South African show to spark their desire to travel – today we launched a ‘Made in South Africa’collection [URL: http://netflix.com/madeinsouthafrica] which includes titles that were part of the Cultural Affinity Survey.

CULTURAL AFFINITY STUDY Key Points (on Background only & not attributable to Netflix):

  • Methodology – In November 2020, BASIS research evaluated the impact of South African content on affinity towards the culture of, and tourism to, South Africa.
    • The report aggregates findings from research studies in Brazil, France, Germany, US, Canada and the UK. 
    • In total, 13 500 were surveyed and 20 Netflix titles were tested.
  • People who have seen South African content showed a greater interest in the country based on key pillars of interest from Nature to Famous Landmarks/Monuments, Food & Drinks, Local Traditions, and the Local Creative Scene.
  • Globally, those that have watched South African content are 3.1 times more likely to say the country is their #1 travel destination, while also being 5.6 times more likely to learn a local language.
  • The results also show that people who watch Netflix are also 1.9 times more likely to watch content from South Africa than those who don’t watch Netflix.

Netflix Key Points [also on Background but Attributable to Netflix]:

  • To continue showcasing and celebrating South Africa’s creative contributions to the world, Netflix today has also launched the Made in South Africa content collection on the service –  a curated content collection that highlights South African storytellers and talent who have elevated South Africa’s creative industry recognition around the world.
  • The collection can be found on netflix.com/madeinsouthafrica (or search Made in South Africa on the service) and will be available globally, featuring over 80 South African films and series created by some of the country’s most prolific talent both behind and in front of the camera.
  • Netflix believes in the quality and global appeal of South African productions. We contribute to the South African economy not only by investing in local productions (original + licensed content) but also by bringing these unique and diverse stories to the world and increasing interest to visit South Africa. 
  • Going into this partnership with SA Tourism, we were all aligned on the ‘North star’ of our collaboration – which is to highlight South Africa as a destination of choice and then using our respective resources to bring that about – for Netflix, it’s the power of entertainment on a platform that reaches over 209 million people in over 190 countries. 
  • To date, we’ve had local shows and films such as Queen Sono, Blood & Water, JIVA!, How to Ruin Christmas: The Wedding, Trippin’ with the Kandasamys, Riding with Sugar, Kings of Joburg, I Am All Girls, Seriously Single, Santana and the Oscar winning documentary My Octopus Teacher, to name a few, launch on the service to global audiences. 
  • Not only do these stories showcase the beauty of South Africa but also showcase the country as a great film production location for other content creators around the world.

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