Why Africa’s youth are turning to the creator economy
For many young Africans today, the traditional blueprint for success excel in school, earn a degree, and land a secure job is no longer viable.
Youth unemployment remains stubbornly high, and a college diploma doesn’t guarantee a role in the formal sector. Degrees often come with mounting student debt, while entry-level positions increasingly demand experience, perpetuating a cycle of underemployment and discouragement.
In Africa, the youth unemployment rate can reach as high as 53%, even hitting 52.3% in South Africa, while North Africa averages around 30.6%—a stark reminder of the systemic barriers confronting young job seekers.
In response, a digital revolution is underway. Armed with smartphones, internet access, and creativity, Africa’s youth are transforming social media platforms into career launchpads. The global creator economy has exploded, valued at approximately $190 billion in 2024 and expected to hit $224 billion in 2025. Projections suggest the sector could balloon to $528 billion by 2030.
In Africa, this trend is similarly powerful. The continent's creator economy is valued at over $5 billion, with creators leveraging cultural relevance and online influence to start businesses, launch products, and raise capital.
In this context, content creation is more than a hobby; it’s becoming a legitimate career path. Over 207 million creators now operate worldwide, with many earning a full-time income. However, monetisation remains challenging; only 4% make over $100,000 annually, and nearly 60% struggle financially. Burnout and maintaining consistent content output are also growing concerns.
This story is written and edited by the Global South World team, you can contact us here.
