African women are leading the continent’s digital content creation space, representing 53.2% of the creators while men stand at 46.8%, according to the Africa Creator Economy Report 2024.
- •Over 51% of African digital content creators are between the ages 18 and 24, surpassing those between ages 25 to 34 who represented 45.6%.
- •Entertainment remains the most predominant content created in African digital spaces, recording 49.4%, followed by educational content at 13.3% and tech-oriented content at 10.8%.
- •About 43% of the content creators in the game over the last 1 – 3 years, with a whooping 25.9% entering the space in just under a year.
“The majority (86.1%) of African creators have fewer than 9,999 followers—most are still building their online presence. Only 2.6% have over 100,000 followers, showing that the community is largely made up of emerging talents, looking to level up and reach wider audiences,” the report stated.
Instagram and TikTok lead as the most utilized platforms by African content creators, thanks to their visual content capabilities, interactive features, and engaging audiences. About 74.7% of the content creators thrive on Instagram, with 32.3% on TikTok. As entertainment is the most preferred content for African digital creators, these platforms are specifically tailored to enable such content.
TikTok, especially, has rapidly grown in the African market over the last four years due to its short video forms. Facebook, Instagram, and YouTube have devised shorts and reels in their platforms.
Content creation is still a growing market in Africa valued at over US$3 billion in 2023 and is expected to soar by 28.5% annually. The expansion of both broadband internet and satellite internet is slated to improve internet access, social media subscription, and digital payments which would revolutionise the ecosystem.
Still over 50% of content creators earn less than US$60. For many of them, digital content creation is a side-hustle. A majority of African digital content creators earn money by selling digital products and services (47.4%). About 15.6% of them earn from selling physical products, with ad revenue tailing at 11.9%.
Money Matters
“The hustle isn’t without its hurdles—most creators face serious challenges with lack of support and funding (24.7%) and limited monetization options (22.8%). Lack of collaboration, access to production equipment and internet connectivity follow closely as challenges. This implies a need for infrastructural support to elevate content quality and broaden accessibility, especially in regions with limited resources,” the report adds.
There is still uproar over skewed royalties receivable by African content creators from the platforms they use. Although it has been argued that it is hard to monetise content in Africa due to a correspondingly low ad revenue these platforms receive from the continent, pundits say that potential exists in mature markets like Kenya, Nigeria, Egypt, South Africa, and even Francophone nations.
“In Nigeria, Africa’s most populous nation, there were 31.60 million social media users in January 2023, representing a penetration rate of just 14.3% of the total population. South Africa boasts even higher numbers, with a social media penetration rate of 44%, equivalent to 26.3 million users. Kenya, another tech hub in Africa, reported 12.9 million social media users in 2023, representing 22.4% of its population,” said the report.
African governments have also been pushing for the monetisation of these platforms, recognizing the invaluable role the ecosystem plays in self-employment and prospering the economy. In Kenya and Nigeria, Meta announced that content creators from the two countries can now earn money from their platforms after negotiations with their leaders.
Funding remains necessary if African creators wish to produce quality content that would appeal to larger audiences. According to a 2019 study, western content creators received 40 times more capital from investors compared to African content creators.
“High inflation rates and unemployment levels lead to a decline in disposable income, making it challenging for audiences to invest in creators’ content or products. As noted in a study, soaring inflation and economic uncertainty can diminish consumer confidence, which is crucial for the sustainability of the creator economy,” the report said.
Creators are looking to beat these challenges by carving out niches within different platforms. About 68% of content creators are also looking forward to establishing a full-proof brand in 2025, sustainable revenue models, and monetising their influence beyond just sponsorship deals.
“Despite the challenges, creators are full of optimism, looking forward to opportunities for global collaboration and new horizons. A significant 55.1% believe Entertainment & Media will continue to thrive in the long run, with many (57%) seeing emerging technologies like AI as the next wave. They’re ready to push the boundaries, not just locally but on the global stage,” the study said.
