Africa’s film and creative economy, which includes film and television production, animation and digital media, music and sound engineering and digital distribution, is increasingly recognized as a driver of economic growth and employment. Across the continent, Africa’s film industry can help end poverty by generating jobs, supporting small enterprises and expanding exportable creative content. The inaugural Africa Cinema Summit in Accra addressed barriers to growth and explored strategies to harness the sector’s potential. UNESCO values the African film market at more than $20 billion.

International Effort

Nigeria’s collaboration with China demonstrates how international cooperation can accelerate skills development, financing and technology transfer while creating jobs for mutual benefit. At the summit, China presented the documentary Voices from the Frontline: China’s War on Poverty, which documented China’s success in lifting more than 800 million people out of poverty over 40 years. Nigerian officials considered these lessons to understand how Africa’s film industry can help end poverty by leveraging creative sectors as engines of socioeconomic growth.

IFC and AfDB Supporting Africa’s Film Industry

The International Finance Corporation (IFC) and the African Development Bank (AfDB) partnered with EbonyLife Media, Nigeria’s leading media company, to explore creating a pan-African investment vehicle for the film sector. The initiative aims to improve access to financing for productions that showcase African stories globally and support domestic job creation, particularly among youth. EbonyLife Media has produced some of the region’s highest-grossing films and maintains partnerships with Sony Pictures Television, Westbrook Studios, Stars, Macro Film Studios and Idris Elba’s 22 Summers.

Africa has the youngest population in the world, with 70% of sub-Saharan Africans under 30. By 2030, young Africans are projected to make up 42% of global youth, creating a large talent pool and an expanding audience for film and media content. Initiatives that show how Africa’s film industry can help end poverty must target this demographic to ensure sustained economic growth.

Economic Impact

South Africa’s film industry demonstrates measurable economic impact. In 2016–17, operational expenditure of R4.4 billion contributed to a total economic output of approximately R12.2 billion, with an employment multiplier of 4.9, meaning nearly two additional people benefited for each R1 invested.

Nigeria’s Nollywood produces roughly 50 films per week, generates an estimated R8.1 billion annually and ranks as the country’s second-largest employer after agriculture. Kenya produces higher-cost, higher-quality films, but lower revenue per film limits investment and scale.

Recent successes, including the Nigerian Netflix thriller The Black Book, which reached 5.6 million views in two days and ranked third globally, illustrate how Africa’s film industry can help end poverty by reaching global audiences and creating economic opportunities for local creators.

Looking Forward

Investment in skills development, production infrastructure, business support services and policy reform will transform Africa’s creative talent into sustainable economic outcomes. Coordinated efforts by governments, development finance institutions and private investors remain essential to realizing how Africa’s film industry can help end poverty, expand employment and promote inclusive economic growth.

– Mollie Skogen

Mollie is based in London, UK, and focuses on Technology and Celebs for The Borgen Project.

Photo: Flickr