The Media and Production industry in Africa is increasingly viable, with substantial growth prospects fuelled by a young, tech-savvy population, rapid urbanization, and rising internet connectivity. The industry’s potential is attracting local and international investments and shaping the continent's creative landscape. Here are some critical factors and trends defining its viability:

African audiences have a strong appetite for locally-produced content, including films, series, music and news that reflect their cultures and experiences. The success of Nollywood and similar film industries in countries like Ghana and Kenya, demonstrates this demand. Platforms like Netflix, Amazon and YouTube are investing in African stories, providing funding and a global platform for African creators.

Increasing access to affordable smartphones and internet services has driven the rise of online streaming platforms, allowing consumers to access content anytime and anywhere. African streaming platforms, like Showmax and iROKOtv, are thriving alongside global players, creating opportunities for local content distribution and monetization.

Africa has one of the youngest populations in the world, which is more digitally engaged and consumes media across multiple platforms, from social media to streaming services. This demographic trend drives demand for digital media, music and online content, making the continent a hotbed for emerging talent and creative industries.

International studios and streaming platforms are investing in African content to reach new audiences. For example, Netflix and Amazon have partnered with African filmmakers to produce original series and films. Venture capital is also flowing into African media startups, supporting innovations in content creation, animation, virtual reality (VR) and augmented reality (AR) tailored to local tastes.

As brands recognize the importance of connecting with African consumers, advertising spending on digital media is increasing. With more African consumers online, especially on social media, businesses are turning to digital advertising, influencer marketing and branded content as powerful tools for audience engagement.

Access to affordable video and editing equipment, combined with online distribution channels, is empowering more independent filmmakers, musicians and content creators Freelancers and small production companies are producing high-quality work, supported by affordable cloud-based software, local film festivals and online education resources in media production.

Cities like Lagos, Johannesburg, Nairobi and Accra are becoming creative hubs, offering support to emerging artists, production houses and media startups. Government initiatives and non-profit organizations are offering training programs, incubators and grants to support African creatives, helping to professionalize the industry and develop skilled talent.

Social media platforms like Instagram, TikTok, and YouTube have given African creators a voice and a means to reach a global audience with minimal infrastructure. Short-form content is highly engaging and easy to produce, allowing creators to build large followings, monetize their content and collaborate with brands for sponsorships.

Africa’s animation and gaming industry is beginning to gain traction, with companies like Nigeria's Animation Studio and Kenya's Leti Arts developing locally-inspired content. African myths, folklore and historical narratives are being explored as themes, creating unique stories that resonate both locally and internationally.

African governments are increasingly recognizing the potentials of the creative industry, with some implementing policies to support the media and production sectors. However, challenges such as intellectual property protection, piracy, and funding remain. Stronger regulatory frameworks could attract more foreign investments and encourage local media entrepreneurship.

The Media and Production industry in Africa is viable and poised for significant growth, driven by an eager audience, expanding digital access and creative diversity. Key opportunities lie in local content creation, digital media, gaming, animation and the rise of independent media production. As the industry continues to develop, supportive infrastructure, investment and talent development will be essential for its long-term viability.