The African entertainment industry has gradually evolved thanks to the rise of streaming services. With the increasing smartphone and internet user penetration, and affordable data plans, Africans are now consuming entertainment content like never before.
Africa is often overlooked in the global streaming landscape, but the continent holds a hidden gem, a virgin market waiting to be tapped. With only 1% of the global streaming market share, Africa presents an unparalleled opportunity for content creators and investors. The continent’s vast and diverse population, coupled with its rapid urbanization and increasing internet penetration, makes it the next big frontier in the streaming industry.
Statistics paint a compelling picture. The World Bank has projected that Africa’s population to reach 2.5 billion by 2050, accounting for 26% of the world’s population. The average age of Africans is 19.6 years, making it a youthful and tech-savvy market.
GSMA reports that the continent’s mobile phone penetration rate is 77%, with over 750 million mobile subscribers. An article on Hootsuite revealed that internet penetration is growing rapidly, with an estimated 450 million users.
According to Actor/Producer Boris Kodjoe, ”Africa is in its pre-I.P.O phase and for content is the same things. There is a huge opportunity now that we are getting ready for as content providers and the key is to create content providers and the key is to create content that shapes the narratives that are counteracting all those stereotypical and old narratives that Africa has been subjected to for the past hundred years.”
To capitalize on this opportunity, content creators must break away from stereotypes and create content that resonates with African audiences. It’s time to flip the script and present counter-stereotypical stories that showcase the diversity and complexity of African cultures.
Counter-stereotypical content can take many forms:
- Authentic representation: Showcase African stories, characters, and experiences that defy the typical narrative of poverty, conflict, and disease.
- Genre-bending: Experiment with unique genres like Afro-futurism, Afro-sci-fi, or magical realism to appeal to diverse tastes.
- Localized production: Produce content in local languages and dialects to cater to the majority of Africans who speak indigenous languages.
- Inclusive storytelling: Incorporate diverse characters, themes, and perspectives to represent the vast cultural tapestry of Africa.
Africa has the potential to become the biggest market for content in the next 15 years. The continent’s growing middle class, increasing disposable income, and love for entertainment will drive demand for quality content.
Africa is not just a virgin market, it’s a goldmine waiting to be mined. The time to tap into this untapped market is now. By creating counter-stereotypical content that resonates with African audiences, investors can tap into this lucrative market and reap the rewards. It’s time to rewrite the narrative and bring Africa to the forefront of the global streaming landscape.
