Africa’s creator economy is on fire! As of early 2025, its valuation was around $5.1 billion, with projections showing it could surge to nearly $30 billion by 2032. This growth is fuelled by Africa’s 385+ million social media users, a booming youth population, and the rise of integrated digital payment platforms that make it easier for creators to get paid for their content.

But what’s actually driving this boom?

Video Is King

One clear factor is video content. Over 40% of Africa’s creator economy value in 2025 comes from video, shared and monetized mainly on YouTube, TikTok, and Instagram. For many young Africans, content creation has shifted from being a pastime to becoming a career pathway, one that carries the potential for real influence and economic opportunity.

What makes video content particularly powerful is its ability to cross borders and connect audiences almost instantly. Dance trends, short skits, commentary videos, and lifestyle vlogs all travel fast, riding on the back of Africa’s youthful population. The energy of the space is undeniable, and for creators, the opportunity is not just about going viral but also about building a community, sustaining an audience, and monetizing consistently.

In Nigeria, for instance, skit makers like ‘Sabinus’ or ‘Broda Shaggi’ have built full careers out of their craft. Their videos pull in millions of views on YouTube and TikTok, and many of them also land brand deals, event appearances, and even roles in movies and music videos. Some top creators are making thousands of dollars every month just from this work. It shows that content creation in Africa is not only popular but also a real source of income. From comedy skits to food reviews, lifestyle vlogs, and even street interviews, people are finding different ways to create and still make money from it.

At this point, I want to bring in Jeffrey, a content creator & voice-over artist, to share his perspective. He lives in this space daily, creating videos and other content types, experimenting with trends, and learning what actually connects with audiences.

Jeffrey’s Take: What’s Working and What’s Next

For me, content thrives when editing and storytelling come together. It’s about knowing the right tools, picking the right sound, and tying everything into a story that feels relatable and authentic to your audience. That’s what makes people stay, share, and come back for more.

The beauty of content creation is that there’s no limit to what people can produce. Food alone has so many lanes: some creators review restaurants, others focus on presentation, service, or their personal dining experience. Some prefer home cooking, while others explore street food culture. Even something as simple as showing the meals you prepare daily for your family can go viral.

That’s how wide the space is - everyone’s uniqueness has room to shine.

Young audiences, especially across Ghana and Nigeria, connect with content that feels real and reflects their lives, interests, or values. We’ve seen food and event content take off, while skit-making is less common here compared to Nigeria, though talents like Ben South, Clemento Suarez, and Jeffrey Nortey stand out, and some others are striving to grow in this space. Something exciting is also happening with content in local dialects - creators like Kojo Junior and Miss Eny use Twi and Ga voiceovers, and people absolutely love it.

Then there are unique cases like Enil the artist, who went viral by sketching “trotro” conductors during his daily commutes and gifting them the portraits. It’s creative, relatable, and sparks joy, which is what people want to see.

Brands are also paying attention. In Ghana, big names like Coca-Cola, Kanekalon, Pepsodent, and Unilever are already working with creators to launch new products and run campaigns. That’s a huge indication of the money-making potential in this space, but in my view, Ghana is still at an early stage compared to Nigeria. If I had to guess, I would say we have tapped less than 5% of its full potential.

The bigger question now is: how do we as a nation benefit from this boom? Some countries are already debating whether to tax creators, but is that really the right move - or should we be finding smarter ways to support and grow the ecosystem?

Looking Ahead

What’s clear is that Africa’s creator economy isn’t slowing down. The video-first shift shows that storytelling, creativity, and digital access are reshaping how we see work and culture.

As one report put it, Africa’s digital economy is “young, bold, and full of possibility.” For creators on the ground, it’s less about the numbers and more about the reality: the phone in their hand is now both a creative tool and a powerful way to earn and make a career out of.

About the authors:

David Nii Armaah is a top-tech Researcher and an Industry voice. He possesses the analytical skills of an applied researcher and expertise in data, technology, innovation, and digital entrepreneurship. Connect via LinkedIn: David Nii Armaah

Jeffrey Sefakor is a versatile content creator and storyteller who works across multiple social media platforms. He specializes in video production, editing, and creative storytelling, while also building a unique voice as a voice-over artist. His work at INVICTUS Ghana, a digital advertising agency, blends cultural relevance and trend-spotting, making his content resonate strongly with young and diverse audiences. Connect via LinkedIn: Jeffrey Sefakor.