THE African media and entertainment sector, often overlooked in global discussions, has experienced a surge in revenue in recent years. With a growing interest in social apps, casual games, and entertainment among African internet users, platforms like TikTok and Netflix have emerged as popular choices for video and movie consumption. Projected to reach a revenue of $104.60bn by 2027, the African entertainment industry is witnessing a rise in creativity and resources as creators strive to shed light on the richness of African media.
Hollywood’s portrayal of African culture, often relying on non-African actors attempting African accents, has contributed to the lack of interest in African movies and media. Additionally, Western companies continue to perpetuate stereotypes, disregarding Africa’s growth and progress. The absence of collaborations with African filmmakers and actors also hampers the industry’s potential.
In the face of the Covid-19 pandemic, content creators like Elsa Majimbo, the Kenyan internet comedienne, began sharing relatable videos, garnering significant followings. These creators have since transitioned into the mainstream, gracing magazine covers and fashion campaigns, illustrating the power of African talent. As African consumers increasingly invest their time and money in media, companies must adapt quickly to meet the demand for African creativity, which remains largely untapped by Western audiences and markets.
While the entertainment sector gains recognition, traditional forms of media such as newspapers, live music, radio, and traditional television are slowly being overtaken by emerging industries. As demand increases, these traditional mediums are gradually adapting to video and music streaming, internet advertising, and social media. Notably, mobile gaming has gained significant traction, not only in Africa but worldwide, as people sought engaging activities during the pandemic.
Certain regions in Africa stand out for their innovative media landscapes. South Africa, equipped with 5G technology, leads the way in film, animation, and music, even boasting its streaming service, Showmax. Nigeria dominates the music, film, and fashion scenes, attracting attention from global players like Amazon. Kenyan series such as Country Queen on Netflix exemplify the country’s potential, while smaller markets like Rwanda also contribute to sector growth. However, regions with limited technological innovation, such as Saharan Africa, often receive inadequate attention due to connectivity challenges.
Recognising the immense potential, governments and institutions like the International Finance Corporation have worked towards expanding opportunities and providing content creators access to viewership. The pandemic’s rise in African creators prompted social platforms like Instagram and YouTube to introduce accessible monetisation tools, leading to substantial growth in entertainment and media revenue in South Africa, Nigeria, and Kenya. Internet advertising has become a significant income source, with music and video streaming projected to surpass traditional TV subscriptions by 2026. Nigerian artists like Burna Boy and Wizkid are making waves on the global charts.
The rise of African professional gamers has fuelled the popularity of mobile gaming among the general public. The African metaverse and non-fungible tokens (NFTs) markets, particularly in Nigeria and South Africa, are highly developed. Africans are increasingly exploring virtual worlds, giving rise to the first African metaverse ecosystem, Ubuntuland. The proliferation of 5G technology across the continent offers a promising solution to reducing the costs of accessing streaming services. However, traditional media forms like newspapers and cinemas may experience a decline in demand in the future.
To mitigate the industry’s development challenges, local African media companies are receiving funding to provide authentic content. Rather than reshaping Western content for Africa, creators and companies are dedicated to offering genuine entertainment and suitable platforms that cater to customer preferences. Embracing the vast potential of local talent and creativity is key to the industry’s success.
Africa’s media and entertainment sector is gradually flourishing, fuelled by African content creators and companies breaking cultural barriers and showcasing the continent’s true richness. While Western entertainment remains ubiquitous, the rise of African talent and innovation holds immense promise for the future of African media.