Actualizado el 02/09/2025
Actualizado el 02/09/2025
Sub-Saharan Africa's Mobile RevolutionEscrito por Dario Betti el 02/09/2025 a las 19:21:13423
(CEO of MEF (Mobile Ecosystem Forum) ) Sub-Saharan Africa’s mobile industry significantly contributes to its economy. According to the GSMA, in 2023, the mobile sector contributed $140 billion, or 7%, to Sub-Saharan Africa's GDP. This figure is projected to reach $170 billion by 2030, highlighting the sector's rapid growth and economic significance.
5G and mobile content consumption One of the key drivers of future mobile content consumption in Sub-Saharan Africa is the rollout of 5G. As mobile broadband speeds improve with the introduction of 5G, content services such as streaming and mobile gaming will experience a significant boost in both quality and accessibility. While 5G networks are still in the early stages of deployment, some countries, including South Africa, Kenya, and Nigeria, have started to roll out 5G technology, which is expected to drastically improve download speeds, reduce latency, and enhance the overall user experience.
5G will not only improve the quality of content delivery but also unlock new opportunities for mobile services, including virtual and augmented reality experiences, high-definition video streaming, and real-time gaming. With Africa’s growing interest in mobile gaming and entertainment, the expansion of 5G networks could be a game-changer in helping to drive the mobile content ecosystem forward.
Local content creation and production Sub-Saharan Africa's mobile content landscape is also evolving due to a dramatic rise in locally produced content. This trend has been fuelled by increasing demand for African stories and narratives that resonate with local audiences. Local content providers have been collaborating with international studios to produce region-specific films, series, and documentaries, creating unique opportunities for African talent and resources.
One prominent example is Netflix’s investment in African content. The streaming giant has begun commissioning and producing original African series, films, and documentaries, such as "Queen Sono" and "Blood & Water." These shows have not only achieved commercial success but also placed African storytelling on the global stage. Similarly, Showmax, a popular streaming platform across Africa, has made a strategic pivot towards local content, recognising that African audiences prefer stories that reflect local people, history and culture.
The rise in local content production is not just about catering to audience preferences, it’s also creating jobs and contributing to the local economy. From scriptwriters to directors and production crews, a thriving local content industry is generating new employment opportunities and fostering economic growth within the entertainment sector. Moreover, international streaming platforms are increasingly partnering with African studios to co-produce content, boosting the continent’s creative industries and establishing Africa as an important hub for entertainment.
Monetisation strategies With the growing demand for streaming services, companies are exploring diverse monetisation strategies to ensure profitability and market penetration. Traditional subscription-based models, such as Netflix's monthly fee, have found success in wealthier markets, but in Sub-Saharan Africa, where affordability can be a barrier, services are diversifying their approaches.
For example, Showmax offers a flexible subscription model, which includes both monthly and daily payment options, allowing users to pay for content only when they use it. This has been a popular model in markets where disposable income is lower, and flexibility in payment is key.
Additionally, the adoption of mobile money and direct carrier billing (DCB) has enabled service providers to reach broader audiences, particularly those without access to traditional banking services. These payment methods simplify the process of paying for digital content, allowing mobile users to charge content purchases directly to their phone bills or deduct it from their mobile money accounts.
As content providers look to grow their revenue streams, the integration of ads within streaming platforms is also gaining traction. Advertising-supported video on demand (AVOD) services are becoming increasingly popular, particularly in countries where users may not be able to afford subscription models. Platforms like YouTube and Facebook are leading the charge in advertising-driven content consumption, and in the African market, these models are expected to expand rapidly as mobile internet access improves.
Emerging markets and opportunities While the focus on mobile content and streaming has largely been centred around well-established markets like Nigeria, South Africa, and Kenya, there are emerging markets across the continent that are ripe for investment. Smaller countries like Ghana, Tanzania, and Ethiopia, with expanding mobile user bases and improving internet access, present significant opportunities for content providers and telecom companies.
In these emerging markets, mobile-first strategies are crucial, as many users bypass traditional broadband to consume content on mobile devices. The adoption of mobile streaming services and mobile money in these regions is growing, and providers who can tailor their offerings to the unique demands of these markets are likely to see rapid success. For example, localised content, including regional languages and culturally relevant stories, will be essential in catering to diverse audiences in these emerging markets.
Integration of payment methods and the role of Direct Carrier Billing The integration of mobile payments, particularly direct carrier billing (DCB), has been a game-changer in mobile content consumption across Sub-Saharan Africa. DCB allows users to make purchases for digital content or services by charging it directly to their mobile phone bills. This method is particularly advantageous in regions where bank penetration is low and many consumers are unbanked.
DCB has proven to be an efficient way for telecom providers and content platforms to reach wider audiences. It provides a seamless and secure way for users to access digital content without the need for credit cards or bank accounts. This payment method is especially important in the context of mobile gaming and streaming, where instant access to content is a key component of user engagement.
Moreover, mobile money services like M-Pesa in Kenya have further fuelled the adoption of DCB, allowing users to easily pay for content via mobile wallets. The success of M-Pesa has encouraged other telecom operators in the region to adopt similar mobile money services, creating an ecosystem where digital payments and content consumption are closely intertwined.
As the region continues to embrace digital technology, events like MEF Connects Content & Payments play a vital role in shaping the future of mobile technology in Sub-Saharan Africa.
Conclusion Sub-Saharan Africa's mobile landscape is evolving rapidly, driven by the growing demand for mobile streaming, gaming, and innovative payment solutions. The rise of 5G networks, the increase in local content production, and the adoption of flexible monetisation strategies are all contributing to the rapid growth of the digital entertainment sector. The integration of mobile payments like DCB and mobile money is helping to bridge the gap between mobile users and digital content, opening up new opportunities for both consumers and industry stakeholders.
ABOUT THE AUTHOR Dario Betti is CEO of MEF (Mobile Ecosystem Forum) a global trade body established in 2000 and headquartered in the UK with members across the world. As the voice of the mobile ecosystem, it focuses on cross-industry best practices, anti-fraud and monetisation. The Forum, which celebrates its 25th anniversary in 2025, provides its members with global and cross-sector platforms for networking, collaboration and advancing industry solutions.
Web: https://mobileecosystemforum.com/ Twitter: https://x.com/mef LinkedIn: https://www.linkedin.com/company/mobile-ecosystem-forum Facebook: https://www.facebook.com/MobileEcosystemForum/
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