https://www.theguardian.com/global-development/2025/jan/03/getting-creative-youtube-tiktok-content-makers-in-africa-search-for-ways-to-make-it-pay

The £2.4bn sector is thriving, says a new report, as online demand grows for authentic cultural content created outside the global north – but there are still challenges

Vlogs by the Nigerian content creator Tayo Aina, on anything from Nigeria’s japa (emigration) wave and voodoo festivals in Benin, to time with the Afrobeats star Davido or the last hunter-gatherer tribes in Tanzania, can garner millions of views on YouTube.