This report is an in-depth study of the trade publishing and literature sectors in the following Sub-Saharan Africa (SSA) countries: Ghana, Kenya, Nigeria, South Africa, Uganda and Zimbabwe. It offers market insights into the sectors in each country, with a particular focus on recent developments and the creative individuals working within these fields.
The research identifies innovative practices, economic contributions and opportunities for collaboration faced by publishers working in each country. The purpose of the research is to draw attention to this diverse, innovative and fast-developing market, and create an environment where new relationships, based on better knowledge and shared understanding can flourish, contributing to a more equitable and resilient global publishing community.
Publishing Futures highlights how Africa’s publishing industry is not only surviving but innovating in the face of challenges. These insights offer a valuable roadmap for authors, publishers, policymakers and investors looking to engage with Africa's creative economy. As publishing continues to evolve and respond to contemporary opportunities and challenges it remains a vibrant expression of Sub-Saharan Africa’s creativity and resilience of its young people.
Key Findings
- Innovative publishing models and self-publishing are thriving
The rise of digital platforms such as WhatsApp is revolutionising the way books are marketed and distributed across Africa. This trend opens up new possibilities for local authors, especially in countries like Kenya and Zimbabwe, where self-publishing has gained momentum. However, distribution challenges persist for writers, despite growing digital accessibility.
- Indigenous language publishing is expanding
Demand for children's books in African indigenous languages is rising, highlighting the importance of multilingualism in the region's literary future. Initiatives like Jacana Media's Vela Books in South Africa are championing these efforts, ensuring that African stories are told in local languages, furthering cultural preservation.
- Audiobooks and digital reading platforms are leading innovation
The report sheds light on the increasing popularity of digital audiobooks in indigenous languages, with platforms such as Genti and AkooBooks pioneering this new wave of storytelling. These platforms are not only expanding the reach of African narratives but are also creating new opportunities for local publishers to thrive in the global marketplace.
- Crowdfunding as a financial lifeline
African publishers are increasingly turning to crowdfunding and grants to finance their projects. This innovative approach is enabling creative professionals to bring their works to life despite the economic challenges faced by the region's publishing industry.
- Social media boosts African stories globally
Platforms like TikTok’s BookTok and Instagram have emerged as powerful tools for African authors to promote their books and engage with a global audience. These platforms have proven essential for connecting readers with African stories, further amplifying the voices of Sub-Saharan authors.
Read the Publishing Futures report
Citation
Isong, A., Murua, J., Chideme, M., Nene, N., Kizza, R., & South, R. (2024). Publishing Futures: A study of the publishing landscapes in Ghana, Kenya, Nigeria, South Africa, Uganda and Zimbabwe. British Council.
doi.org/10.57884/mvn6-hz12.
Publishing Futures: A study of the publishing landscapes in Ghana, Kenya, Nigeria, South Africa, Uganda and Zimbabwe © 2024 by the British Council is licensed under CC BY-NC 4.0