Women lead Africa’s creator economy

By Seth ONYANGO

African women now make up 53.2% of the continent’s creator economy, carving out a commanding share in sectors from fashion to finance on platforms like Instagram, TikTok, and YouTube, according to recent research on the sector.

The creator economy includes artists, influencers, bloggers and other content creators who are using the internet to generate income through their creative skills and talents and women creators are capitalising on growing internet access and mobile use on the continent to build large followings across crucial African markets.

Their growth reflects a shift in Africa’s digital economy with the continent’s creator economy, now worth US$3.08 billion and projected to soar to US$17.84 billion by 2030.

But despite these numbers, turning a profit remains a tough climb. Content creation platforms like Instagram, TikTok, and YouTube promise reach but they don’t solve the infrastructure gaps — including high data costs, payment limitations, and power issues — that weigh on creators.

TM Global’s 2024 Africa Creators’ Survey highlights the paradox at the heart of this growth.

Though women dominate the field, over half of all African creators still earn less than US$60 a month.

“Creators face serious challenges with lack of support and funding,” notes TM Global, pointing to high data costs, patchy internet, and limited ways to monetize content effectively.

Most creators remain locked out of reliable revenue channels, relying on modest brand deals and inconsistent ad revenue.

This has pushed many women creators to develop strategic partnerships and innovative content formats that maximise their resources, further cementing their role as drivers of Africa’s digital economy.

Some, like Nigerian influencer Alma Asinobi, have turned online platforms into career-launching pads. Asinobi, a former strategist, is among the rising stars driving Africa’s content-driven industries, with a fanbase reaching beyond Nigeria’s borders, according to the report.

This wave has piqued investor interest, but Africa’s creator economy still lags far behind in funding compared to Western markets.

In 2019, African creators saw only US$22 million in venture capital, compared to US$800 million for their Western counterparts, the report points out.

This disparity keeps creators from scaling their content businesses, and for many, the creator economy remains a side hustle rather than a stable income source.

Nonetheless, African women in the creator space continue to build networks and leverage local opportunities.

“Financial investment and networking opportunities,” the report suggests, are what creators need most.

Digital entrepreneurs see untapped potential, and there are moves to establish more support structures.

Nigeria now has a Ministry of Creator Economy to channel funding and drive growth in the sector, as it works on a new Intellectual Property (IP) Policy aimed at protecting creators and attracting investment.

Creative Economy Minister Hannatu Musawa recently promised stakeholders that the government will create a business-friendly framework to protect cultural heritage and empower creators.

“Let me assure you, that the administration is eager to create the right framework that encourages ease of doing business, serves the public interest and helps us attract investment into the cultural and creative sectors of the economy,” she said.

“Together, we can build a framework that not only protects but also nurtures the unique expressions of our people, ensuring they flourish both locally and globally.

South Africa and Kenya are also among African nations that are ramping up investments into their creative economies as African nations look to transform content creation from an ad hoc income into a formalised industry.