The Africa Creator Economy market size was valued at US$ 3.08 Billion in 2023 and is expected to reach US$ 17.84 Billion by 2030, grow at a compound annual growth rate (CAGR) of 28.5% from 2023 to 2030. The creator economy refers to the class of entrepreneurs, artists, influencers, bloggers, and other content creators who are leveraging online platforms to earn income through their creative skills and talents. The rapid growth of internet and smartphone penetration across Africa has enabled more people to unleash their creativity online as content creators across diverse fields such as media, arts, technology, education, and more. This new wave of digital entrepreneurs is driving significant economic value in Africa.

Key factors propelling the growth of the African creator economy include rising youth population, growth of social media, increasing digital payment adoption, and support from governments and platforms. By platform type, the video segment accounted for the largest share of over 41% in 2022. The ease of creating and distributing video content via platforms like YouTube, TikTok, and Instagram is making video the most popular format among African creators.

Africa Creator Economy Market Drivers:

• Rising Youth Population and Internet Penetration: Africa has the youngest population globally with over 60% of people under 25 years old. Rapid urbanization and rising disposable incomes are driving internet adoption across Africa. In 2022, internet penetration in Africa stood at around 43%, and is expected to reach 50% by 2025. The youth are spending more time online accessing social media, content platforms and other digital services. This presents a lucrative opportunity for youth to build careers as online content creators.
• According to a 2021 Anthropic report, Africa currently represents 17% of the world's internet users, and this percentage is projected to increase to 25% by 2030. The expanding accessibility of affordable smartphones and more affordable data plans is expected to further facilitate online connectivity for a larger population.

• Growth of Smartphones and Mobile Broadband: Smartphone adoption in Africa is rising rapidly, expected to reach 50% by 2025. Expansion of 3G and 4G networks has also increased access to high-speed mobile broadband. Affordable smartphones combined with mobile internet are empowering youth in Africa to create diverse types of content seamlessly from their phones. Mobile content creation and consumption is surging.
• According to an International Telecommunication Union, as of 2021 mobile broadband penetration in Africa stood at 38% with over 600 million subscriptions compared to just 8% in 2013. With further investments to expand networks and lower tariffs, it is estimated that broadband access across the region will double over the next five years.

Africa Creator Economy Market Opportunities:

• Developing Support Infrastructure: Significant opportunity exists in building infrastructure to nurture African creator ecosystems - funding platforms, legal support, digital media training programs, distribution networks, monetization solutions, co-creation hubs, and more. Government and private sector initiatives to develop creator support systems will unlock more potential.
• According to the 2022 UNESCO Policy Monitoring Platform, several African nations have recognized the cultural and creative industries as a priority sector in their national development plans. Countries like Kenya, South Africa and Nigeria have framed policies and released national strategies to develop world-class infrastructure for a vibrant creator ecosystem.

• Leveraging African Culture, Identity and Languages: There is a growing appetite for content that authentically represents contemporary African cultures, identities and experiences. Distinct local languages, dialects, music genres, art forms and narratives can attract global diaspora audiences. Platforms that encourage localization and cultural content can gain distinct competitive edge.
• According to a 2022 report by United Nations Conference on Trade and Development (UNCTAD), Nigerian Yoruba YouTubers and comedians dubbed 'Popsters' have amassed millions of views and subscribers.

Africa Creator Economy Market Restraints:

• Underdeveloped Digital Infrastructure: Large parts of Africa still lack adequate digital infrastructure. Low internet penetration beyond urban centers, slow broadband speeds, limited data centers, and poor digital connectivity hamper content creation and distribution. Significant investment is needed to strengthen digital infrastructure.
• Counterbalance: Governments can partner with private companies to improve digital infrastructure. This could involve investments in broadband connectivity, data centers, and other necessary infrastructure.

• Limitations of Banking and Payments Infrastructure: Low banking penetration and underdeveloped digital payments infrastructure pose monetization challenges. Creators often lack access to digital payment systems, earnings transparency, and payment reconciliation and remittance facilities. This gaps need addressing.
• Counterbalance: Mobile money services like M-Pesa in Kenya have revolutionized the way people transact in Africa. Such services can be further leveraged to facilitate payments for creators.

• Creator Collaboration and Collectives: Collaborations between creators are rising, where they co-produce content, cross-promote each other, and share knowledge and skills. Collectives allow creators to leverage a combined fanbase. Such collaboration helps individual creators gain traction, monetize, and collectively shape pop culture narratives.
• According to data from the United Nations Conference on Trade and Development (UNCTAD) in 2021, Africa's digital economy grew by 10% during the pandemic led by a sharp rise in online content creation and streaming. The report highlighted that collaborative efforts between African YouTubers, podcasters, gamers etc encouraged more local production fitting regional cultures and tastes.

• Interactive and Immersive Content: Platforms are experimenting with interactive content formats like polls, live chats and shopping integrated into videos to drive high engagement. Usage of AR, VR and 3D effects is also rising to create more immersive content experiences leveraging smartphones and wearables. These trends will redefine content creation
• As per data from Anthropic's 2021 AI Alignment Survey, 84% of AI researchers from Africa reported their work having a focus on developing technologies for industries like education, healthcare and sustainable development - indicating high potential for interactive applications.

Figure. Africa Creator Economy Market Share (%), By Platform Type, 2023

SafeBoda, Gokada, MaxAB, Twiga Foods, Sendy, Lori Systems, Kobo360, Jumia, Konga, Cellulant, Interswitch, Flutterwave, Paystack, Paga, Wave, Andela, Takealot, Mdundo, OPay

The African content creator economy has seen rapid growth over the past few years driven by increased smartphone and internet penetration across the continent. A new generation of African content creators are leveraging platforms like YouTube, Instagram and TikTok to share their talents and skills with a global audience. As connectivity improves and more African stories make their way online, the creator economy provides an opportunity for local creatives to earn an income from their work while also shaping narratives about Africa. The market is still in its nascent stages but shows promise to become a driving force in the digital transformation of Africa's economy.

The African content creator economy is being driven by the significant growth of internet and smartphone users over the past decade across the continent. High population growth in Africa combined with falling data costs have increased internet access to over 40% of the population currently. Social media platforms and video hosting sites are recognizing the potential of Africa and investing in the region which is boosting the opportunities for local creators. However, limited digital skills and inconsistent internet connectivity act as restraints to the potential of the market. The languages and cultures of Africa also present unique opportunities for creators to tell authentic stories from their perspectives and connect with local audiences. Overall, the future looks bright as technology spreads and more African voices join the digital world to share their passion and talents.

Recent Developments

• In October 2022, Meta launched Reels on  Facebook in Africa to provide creators with new video formats. The TikTok-like short form video feature aims to expand the creator ecosystem in Africa.
• In May 2021, YouTube launched YouTube Shorts in over 100 countries including Nigeria and South Africa. The TikTok-rival platform allows creators to shoot short videos on phones.
• In June 2020, Snap Inc. launched Snapchat Shows in Africa focused on daily news, entertainment, and cultural stories told via 4-5 minute standalone episodes. It provides monetization opportunities for creators.
• In March 2022, Meta acquired African augmented reality startup Roompact to drive its metaverse ambitions. The deal helps Meta connect with African creators.
• In June 2021, Meta partnered with Reuters and the Premium Times Centre for Investigative Journalism in Nigeria to launch a fact-checking program across Africa to curb misinformation.
• In May 2020, Meta launched the Africa Digital Storytelling Program, partnering with local publishers to support media storytellers and content creators in Africa.

• By Platform Type:
  • Video
  • Audio
  • Writing & Publishing
  • Gaming
  • Digital Products
  • Learning & Education
  • Others
• By Business Model
  • Freelancing
  • Subscriptions
  • Advertising
  • Ecommerce
  • Crowdfunding
  • Events & Experiences
  • Others