African creator economy hampered by distribution and payment gaps, say Filmhouse, Raenest
A panel discussion at Moonshot by TechCabal highlighted how Africa’s $3 billion creator economy is held back by gaps in commercial infrastructure. Executives from Filmhouse Group, Raenest, Livespot360, and Connect Channel pointed to distribution, cross-border payments, and production as key barriers to growth.
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Gaps in distribution and payments
A panel at Moonshot by TechCabal on 29 October brought together executives from Filmhouse Group, Livespot360, Raenest, and Connect Channel to discuss the commercial infrastructure Africa’s creator economy lacks. The panel identified three persistent gaps: distribution channels, cross-border payment systems, and production capabilities. According to the participants, these gaps prevent creators from reaching audiences and monetising their work effectively.
Cinema and streaming as growth drivers
Kene Okwuosa, Group CEO of Filmhouse Group, highlighted the role of cinemas in expanding distribution. The company operates the largest cinema chain in West Africa and supplies content to Netflix, Amazon, and 26 airlines. Okwuosa noted that cinemas in the region generated a record 15.6 billion naira ($11.6 million) in revenue in 2025, with Nollywood films outselling Hollywood titles for the first time that year.
Filmhouse Group also launched Kava, a subscription streaming service, in 2025 in partnership with Inkblot Studios. Okwuosa said the service aims to provide a dedicated platform for African content, addressing the limited visibility of local creators on global streaming platforms.
Cross-border payments for creators
Richard Oyome, co-founder and COO of Raenest, emphasised the role of financial infrastructure in enabling African creators to participate in the global market. Raenest has processed over $1 billion for more than 700,000 users, connecting creators in Nigeria, Kenya, and Ghana to payment partners in the US, UK, and Europe. Oyome said these systems are critical for creators who earn income from international brands, platforms, or audiences.
Shifting metrics for brand partnerships
Kopano Cowen, CEO of South Africa’s Connect Channel, said brands are increasingly prioritising genuine audience engagement over follower counts when evaluating commercial partnerships. This shift reflects a broader trend toward authentic connections between creators and their communities, rather than vanity metrics.
Market potential
The discussion referenced a valuation of Africa’s creator economy at $3 billion, with projections suggesting it could exceed $17 billion by 2030. However, the panelists agreed that without addressing the gaps in distribution, payments, and production, the market’s growth could remain constrained.
What this means
Lazyfounder analysis — our interpretation, not reported fact.
For founders and operators, this discussion signals both opportunity and urgency in Africa’s creator economy. The gaps outlined—distribution, payments, and production—are not just challenges but potential market entry points. Companies like Filmhouse Group and Raenest are demonstrating how building infrastructure can unlock value, whether through cinemas, streaming platforms, or cross-border payment systems.
The shift away from follower counts to audience engagement as a metric for brand partnerships also suggests that creators and platforms focusing on depth rather than scale may have a competitive edge. For startups, this could mean rethinking how they measure success, especially in markets where trust and community matter more than reach.
Related on Lazyfounder
Sources
- TechCabal · 2026-10-29
Africa’s creator economy needs more than talent to turn creativity into money
This story is an original summary drafted with AI by Lazyfounder from the reporting listed above and checked by automated validation. Facts are attributed to their original publishers; sections marked as analysis are Lazyfounder's. Where a source is in another language, facts were machine-translated and quotations are reported, not reproduced. Read the original coverage via the links, and see our AI policy and corrections policy.
About the author
Editor, Lazyfounder
Tarun Mottlia edits LazyFounders, covering Indian startups, funding rounds, AI and product launches. Every story on the site is AI-assisted and checked against its cited sources before publication.
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