Broadcast Media Africa (BMA) recently conducted an industry-wide survey on “Animation Content and Programming: State of Play with Content Publishers and Broadcasters,” which explored the African animation industry’s current dynamics, challenges, and opportunities. The survey sought to assess audience preferences, content acquisition practices, and production hurdles while identifying strategic opportunities for growth.
While animation is gaining traction, it remains an underrepresented medium in African broadcasting. The survey revealed that only 50% of respondents currently air animated content; for most, it constitutes less than 10% of their total programming. Despite this, optimism abounds, with 46.67% of broadcasters planning to increase animation acquisitions in the next 2–5 years.
Audiences across the continent are increasingly drawn to culturally relevant and family-friendly storytelling. Themes like Afro-futurism, local heroes, and educational narratives resonate deeply, combining global appeal with a uniquely African identity. While demand for animation is currently moderate (42.31%), there is clear potential for growth through strategic investments in audience-targeted content.
The survey further revealed that African broadcasters primarily rely on licensing (45.45%) and co-productions (51.52%) to source content. These models provide flexibility while ensuring access to high-quality programming. Interestingly, budgets for animation vary significantly, with many organisations prioritising cost-efficient production to balance financial constraints and content quality.
The survey also highlighted the need to reduce reliance on international animation, which accounts for most animated content. Over 50% of respondents source less than 25% of their animated programming locally. However, there is strong interest in co-productions, with 40% of organisations actively seeking partnerships and another 44% expressing openness to collaboration.
This enthusiasm for partnerships underscores a growing recognition of the value of working with African studios to produce culturally relevant content that appeals to local and international audiences.
The survey identified several challenges hampering the growth of African animation, including limited funding, skill shortages, and competition from global animation giants.
Africa’s animation industry is poised for transformation. The sector can unlock its immense potential by prioritising culturally resonant content, fostering local talent, and leveraging partnerships. Broadcasters, content creators, and policymakers must work together to build an ecosystem that celebrates Africa’s rich storytelling heritage while embracing global standards.
To access a brief overview of the survey, please click here.
