Africa’s creator economy is on a growth trajectory with projections estimating the market will reach $17.84 billion by 2030, according to a new report published by Creative Brief.
The growth is driven by a growing population of tech-savvy youth, increased internet access and the availability of e-commerce and digital product platforms like Selar.
The platform reported that it paid out ₦9.8 billion or $6 million to African creators in 2024.
At the AfCFTA Council of Ministers meeting in Kinshasa, the significance of the digital economy, content creation and platform-driven services was reiterated as a key pillar for Africa’s economic future.
Analysts have pointed to personal branding, online education and community-based monetisation as core drivers of growth.
Nigeria currently leads the African creator economy with an estimated valuation exceeding ₦50 billion or $31.2 million.
The sector has become the country’s third-largest entertainment industry behind music and film, according to Dataleum, a global talent accelerator.
Douglas Kendyson, CEO of Selar, stated that African creators now have greater control over how they earn and grow their businesses.
“The creator economy has completely shifted how African creators earn a living. All you need today is the internet and something valuable to share” Kendyson said.
The African creator economy continues to diversify as content creators offer digital products, subscription services, brand collaborations and merchandise.
Experts believe the next wave of growth will come from knowledge-based content and digital education as demand rises for specialised online learning.
Digital strategist Lucky Eholo noted that African creators are uniquely positioned to meet global demand for original and culturally rich content.
“The biggest opportunity is in leveraging authenticity to serve both local and international audiences,” he said.
However, stakeholders have raised concerns over regulatory and policy gaps. Eholo explained that there is a need for reforms that reduce platform fees, protect intellectual property and ensure fair compensation structures.
“Policy reform is crucial to build a sustainable ecosystem for creators,” he added.
Social media strategist Ojima Ojo Amanbo said personal branding and consistency now play a key role in helping creators secure brand deals and monetise content directly.
“People need to connect with the person behind the content. Trust and consistency are now more important than ever” she said.
Platforms like Selar have also made it easier for creators to earn in multiple currencies, removing cross-border payment barriers that previously limited income potential.
This development has enabled creators to work with international clients while operating locally.
