Africa’s Creator Economy is Heading Towards Six-fold Growth and an $18 Billion Market by 2030
Africa’s creator economy could grow nearly six-fold in the next six years, according to new research on this vibrant, youth-focused economic sector.
Seth Onyango, bird story
African creators are cashing in. The continent’s creator economy, now valued at US$3.08 billion, is projected to hit a hefty $17.84 billion by 2030, expanding at 28.5% annually.
Estimates from TM Global’s latest report forecast the biggest growth to come from a combination of surging social media engagement and expanding mobile connectivity.
Africa’s young, digital-savvy population will also fuel demand, with 385 million active social media users across the continent engaging on platforms like TikTok, Instagram, and YouTube. Forbes puts the number of social media users at 420 million.
Leading platforms include Facebook, which has 170 million users; TikTok, which has a 60% active user rate; and Instagram, which has 54%.
TM Global anticipates that this growing audience will further provide fertile ground for content creators in sectors like entertainment, technology, and fashion.
Entertainment and media dominate, with nearly 49.4% of African creators focusing on these fields, while technology and fashion each account for another substantial share.
This creator-led economy is capitalizing on a regional shift toward digital content consumption, driven by a youthful demographic. Currently, over 60% of Africa’s population is under 25, creating a vast, digitally inclined audience for the continent’s unique voices.
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About 51.3% of surveyed creators are between 18 and 24 years old, with another 45.6% between 25 and 34, making content creation a young person’s game on the continent.
David I. Adeleke, Founder of Communique, says, “There’s never been a better time in history to be an African creator.”
“The stars are aligning in ways they’ve never before: the market is ready, people are clamoring for African cultural products, and technology has shattered the barriers to creation and distribution.”
Globally, the creator economy is expected to grow from about $240 billion in 2024 to close to $530 billion by 2027, according to Goldman Sachs.
With more African creators finding their audience, the sector’s rapid growth promises to transform local economies by empowering digital entrepreneurs.
Collaborations with global brands are also driving momentum. Fenty Beauty, Crocs, and Lancôme have recently partnered with African influencers, highlighting international interest in the continent’s emerging talent.
Still, the TM Global report cautions that several challenges could temper this growth. African creators face limitations in funding and access to high-quality production tools, with 24.7% citing a lack of support and 22.8% pointing to limited monetization options. This funding gap makes it difficult for many creators to scale their work.
TM Global’s findings suggest that increasing investment in infrastructure and targeted funding could help overcome these hurdles, enabling creators to tap further into local and global markets.
The rise of affordable smartphones and mobile internet is expected to partially close the digital gap.
As the report notes, these technological advancements are democratizing content creation, allowing new voices to emerge and reach audiences both in Africa and internationally.
Furthermore, local platforms like Nigeria’s Selar and payment systems like M-Pesa and Chipper Cash provide African creators with essential tools to monetize their content effectively.
However, most creators are still building their online presence, with 86.1% having fewer than 9,999 followers. Only 2.6% have over 100,000 followers, indicating a largely emerging talent base eager to grow and reach wider audiences.
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