South Africa’s creator economy looks beyond brand deals for growth

South Africa's creator economy is evolving rapidly, moving beyond brand deals to become a key driver of economic growth and innovation. As digital platforms continue to reshape how content is created and consumed, local creators are gaining traction not just as influencers, but as entrepreneurs shaping the future of commerce and culture. With over 3 million active creators in the country, the sector is generating new opportunities for young professionals seeking alternative paths to employment amid persistent youth unemployment rates. The shift toward a more commercially viable creator economy is evident in the increasing number of creators developing independent businesses centered around advertising, podcasts, live events, and digital product sales. According to Weza Matomane, director of the South African Social Media Awards (Sasma), creators are emerging as the new broadcasters due to their ability to engage large audiences and shape digital trends. He argues that the current model, which relies heavily on brand partnerships and platform-based monetization, leaves creators with limited control over the revenue streams they generate. Instead, Matomane emphasizes the need for creators to unite and advocate for fairer terms when negotiating with tech giants such as TikTok and Meta. This call for collective action follows a broader trend in which content creation has become an accessible entry point for entrepreneurship. With minimal initial investment, just a smartphone and internet access, many individuals are leveraging digital tools to launch side businesses or even full-time ventures. However, sustaining success in this space requires more than just creativity; it demands consistent output, technical skill, strategic marketing, and meaningful commercial relationships. For many, especially in regions with high youth unemployment, these opportunities represent a lifeline. Statistics South Africa reports that the youth unemployment rate reached 47.4% in the second quarter of 2026, highlighting the urgent need for alternative employment models. In this context, the creator economy offers a promising avenue for economic empowerment. Matomane notes that the skills and income generated by content creators contribute significantly to the national economy, suggesting that the sector should be recognized as a formal industry rather than a collection of informal side jobs. Infrastructure plays a crucial role in supporting this growth. Companies like OpenServe are investing in expanding broadband access, connecting 97% of South African municipalities and extending coverage to previously underserved areas. Slungile Mlambo, OpenServe’s marketing and communications executive, explains that improved connectivity enables creators and small businesses to operate remotely, reaching global markets through e-commerce and digital platforms. She adds that access to online education and training further enhances the potential of the creator economy by equipping individuals with the necessary tools to succeed. Beyond business, the creator economy is also reshaping cultural expression. This year’s Sasma theme, “Culture in Motion,” underscores how digital platforms are transforming the production and distribution of music, fashion, and entertainment. Amapiano, a genre originating in South Africa, has gained international recognition, demonstrating the power of local creativity to transcend borders. Similarly, podcasts and online content are redefining how stories are told and shared, giving rise to a new generation of voices influencing both domestic and global audiences. As the creator economy continues to expand, the focus is shifting from passive engagement to active participation in economic decision-making. Creators are demanding greater representation and control over the digital spaces they inhabit, advocating for policies that ensure equitable returns on the value they generate. With continued support from infrastructure providers, policy makers, and industry leaders, the creator economy could play a pivotal role in driving South Africa’s economic transformation.