Africa Creator Economy Market Trends

• 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