Africa
Creator
Economy Report
Presented By:
The African creator economy is rapidly evolving, driven by a youthful population and increasing access to digital technologies. Valued at approximately $3.08 billion in 2023, it is projected to grow to $17.84 billion by 2030, with a projected annual growth rate of 28.5%. This growth is powered by the increase of social media usage, mobile broadband, and digital payment systems, enabling creators across various sectors to monetize their content effectively.
$17.84BN
is the projected value of the African creator economy
by 2030, driven by an annual growth rate of 28.5%.
“There’s never been a better time in history to be an African creator. The stars are aligning in ways that they’ve never before: the market is ready, and people are clamoring for African cultural products, technology has developed at such a pace that the barriers to creation and distribution have been shattered, and the continent’s youthful population means the audience will only continue to expand.”
David I. Adeleke
Founder & Publisher, Communique
Read more on the current state of the
African creator ecosystem
385M
social media users currently exist in Africa with a
penetration rate of 27.7% of the total population.
The adoption of social media in Africa has seen remarkable growth in recent years, driven by increasing internet penetration and smartphone usage across the continent.
“The African creator space has evolved tremendously—from 1 to 100. Today, it’s not just about creating content; it’s about creating content that stands out, that tells powerful stories, and that resonates deeply. But there’s still room for change. I wish for a more open and inclusive space, where talent speaks louder than names or connections, and every creator, no matter their background, has the chance to shine.”
Uzee Usman
Movie maker and Actor
Find out how Africa’s creator ecosystem
evolved into what it is today
To better understand the Africa's creator ecosystem, we conducted a comprehensive survey of creators across the continent.
Take a deep dive into the insights from our survey.
The majority of African creators fall within the 18-24 and 25-34 age brackets, each comprising about 51.3% and 45.6% of our respondents
Take a deep dive into the insights from our survey.
18-24 years
51.3%
25-34 years
45.6%
35 years & older
3.1%
Females slightly outnumber males, making up 53.2% of the creator pool
Take a deep dive into the insights from our survey.
Female
Male
Almost half (49.5%) of respondents is in the Entertainment & Media sector, followed by Technology and Fashion and Lifestyle.
These sectors highlight the dynamic interest areas
shaping the African creator economy.
ENTERTAINMENT &
MEDIA
49.5%
TECHNOLOGY
17.7%
FASHION &
LIFESTYLE
13.3%
Nearly half (43%) have been in the industry for 1-3 years
This indicates a relatively new wave of creators who are
still early in their careers.
4 YEARS & OLDER
57%
1-3 YEARS
43%
A significant portion (86.1%) have fewer than 9,999 followers
This underscores the emerging nature of many African creators who are building their online presence
Less than 9,999 Followers
Lack of support and funding (24.7%) and limited monetization options (22.8%) are the top challenges
While creators express excitement about global opportunities, with an optimistic outlook for the creator economy’s growth
24.7%
Lack of Support &
Funding
22.8%
Limited monetization options
What are the top sectors carrying the African Creator Ecosystem?
Find out more about Africa’s creator economy top 5 sectors
Fashion & Lifestyle
The fashion and lifestyle sector thrives on platforms like Instagram and TikTok, where creators showcase their styles and promote brands.
Finance
Creators in this sector simplify complex financial concepts, making them accessible to a broader audience.
Technology
Tech creators are pivotal in educating audiences about digital tools and innovations.
Entertainment
The entertainment sector encompasses music, film, and digital content creation. 55.1% of African creators believe that this sector holds the most potential even in the next 5 years.
Food
Food creators tap into the growing interest in culinary arts through cooking shows, recipe blogs, and food reviews.
Health and wellness
Health and wellness creators focus on fitness, nutrition, and mental health awareness.
The hustle to be an African creator isn’t without its hurdles.
Most creators face serious challenges with limited monetization options, lack of support and funding, lack of collaboration, access to production equipment and internet connectivity are key challenges here in Africa.
What are the building blocks of the African creator ecosystem?
Read more on the building block of the African Creator ecosystem
Unemployment Rates & Entrepreneurship
High unemployment rates, particularly among the youth, have driven many Africans to turn to digital entrepreneurship
Mobile Technology & Smartphone Adoption
The rise of affordable smartphones in Africa has been necessary for content creation.
Enabling Technologies & Companies
The rise of accessible, free tools like Canva and CapCut has also transformed the creator economy by making content creation far more approachable.
Internet Penetration & Accessibility
The growth of the African creator economy is closely tied to the rapid expansion of internet access.
Youth Demographics & Digital Natives
According to the UN’s demographic projections, the median age in Africa was 19.8 years in 2020.
How has the Creator journey been so far?
Read more on the building block of the African Creator ecosystem
“Since I started my journey as a photographer in 2015, I have witnessed a remarkable evolution within the African creator space. When I began, there was intense competition, secrecy, and limited access to equipment. However, fast forward to today, and I am inspired by the diverse creativity, innovation, and collaboration that now defines our community”
Kunle Laniyan
Photographer
“One of my most rewarding moment in my journey so far has been seeing people say how they have become because of what they see me do. I get feedback all the time and I am constantly reminded to share my experiences because when I do, I unknowingly give people the permission to be too.”
Favour Ogazi
Marketing and Communications Specialist
What is the African creator dream?
Read more on the building block of the African Creator ecosystem
For most creators, their primary goal for the next 1-5 years is:
Take a deep dive into the insights from our survey.
Achieving financial success
Growing The Community
After reaching their primary goals, the next priority is:
Take a deep dive into the insights from our survey.
Getting Global Recognition
Securing Brand Partnership
What is the next wave in the African Creator Ecosystem?
Find out more about Africa’s creator economy top 5 sectors
Long form video content will resurge
The fashion and lifestyle sector thrives on platforms like Instagram and TikTok.
Creators are moving their top fans off social media
We will see a major shift as creators move their most loyal fans off social media and onto their platforms.
Creators becoming founders
Creators are becoming entrepreneurs, building their own teams and using their personal brands as the foundation for new businesses
Get actionable insights on how to be a part of the growing ecosystem
Read more on the building block of the African Creator ecosystem