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African films have an audience. Turning that demand into sustainable revenue requires stronger distribution, affordable access and better audience data. Made in Africa, Watched Globally? examines these opportunities across Egypt, Kenya, Nigeria, Rwanda, Senegal and South Africa, where combined pay TV and streaming revenues are projected to reach USD 5.2 billion by 2030.
Commissioned by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH and the African Export-Import Bank (Afreximbank), through the CANEX programme, and produced by Dalberg, the study draws on data and analysis spanning 2020–2026, and explores how films can shape public attitudes and encourage action on social issues including youth opportunity and aspiration, gender equality, governance and cultural identity.