African media startups and digital content creators have been urged to move beyond passion-driven production and focus on monetization, as revenue pressures mount across the continent’s fast-growing creator economy.
The call was made at the 6th Africa Media Ad Sales Innovation Summit (AfriMass 2025), which ended in Accra last week, with industry leaders warning that innovation without sustainable income models could leave many creators irrelevant.
Speaking during a session held at the Accra International Conference Center as part of Ghana Digital Innovation Week, participants said Africa’s media landscape is expanding rapidly, but many creators are failing to convert audience growth into reliable income.
“Producing content alone is no longer enough,” said Dr. Maxwell Ampong, Chief Executive Officer of Maxwell Investments Group. He said creators who adopt innovative monetization strategies stand a better chance of expanding their reach and competing globally.
Dr. Ampong cited Ghanaian digital creator Kwadwo Sheldon as an example of how focused content strategy and platform mastery can translate into commercial success, urging creators to understand their niche and platform algorithms.
However, concerns were raised about structural limitations slowing monetization across the continent. Chris Oguguo, Publisher Representative at Atunwa Digital, said weak infrastructure continues to affect creators’ ability to fully earn from their work.
“Monetization is necessary, but the infrastructure is not yet where it should be,” he said, adding that creators must still find ways to adapt while the ecosystem develops.
Despite these challenges, Raymond Smith, Founder of the AfriMass Network, said creators retain significant control over their outcomes through audience engagement and content strategy.
“Creators have absolute control over how well they understand their audience and how they tailor their content,” he said, announcing a partnership between AfriMass Network and Atunwa Digital to support creator monetization.
Smith also warned that overreliance on sensational or gossip-driven content limits long-term growth, arguing that creators who invest in research and educational or niche content are better positioned for sustainable earnings.
The summit brought together media entrepreneurs, investors, policymakers and digital stakeholders to discuss revenue innovation in Africa’s media sector, with organizers emphasizing collaboration as critical to building a sustainable creator economy.
AfriMass 2025 formed part of Ghana Digital Innovation Week, hosted by Impact Investing Ghana with support from the Venture Capital Trust Fund, GIZ, and other ecosystem partners.
