Offering an in-depth overview of the trade publishing and literature sectors in Sub-Saharan Africa (SSA), the British Council has published a report offering market insights into the respective sector of each country and their recent development. These include the countries Ghana, Kenya, Nigeria, South Africa, Uganda and Zimbabwe. The study further identifies innovative practices, economic contributions and opportunities faced by publishers of these countries, giving attention to the fast-developing market with all its diverse and innovative aspects. The report shows Africa’s publishing industry as innovative despite different challenges and highlights the creativity and resilience of its young population.

The key findings of the research include:

Growth of Innovative Publishing Models & Self-Publishing

  • Digital platforms like WhatsApp are reshaping book marketing and distribution in Africa
  • Self-publishing is on the rise in countries like Kenya and Zimbabwe, but distribution remains challenging despite digital progress

Expansion of Indigenous Language Publishing

  • Rising demand for children’s books in African indigenous languages emphasizes the role of multilingualism
  • Initiatives like Jacana Media’s Vela Books in South Africa support local language storytelling, aiding cultural preservation

Audiobooks & Digital Reading Platforms as Innovation Leaders

  • Digital audiobooks in indigenous languages are gaining popularity
  • Platforms like ‘Genti’ and ‘AkooBooks’ are expanding access to African stories and helping local publishers reach global markets

Crowdfunding as a Financial Solution

  • African publishers increasingly use crowdfunding and grants to fund projects
  • This model supports creative efforts despite economic hurdles in the African publishing sector

Social Media as a Global Amplifier for African Stories

  • Platforms like TikTok’s ‘BookTok’ and Instagram are crucial for African authors to connect with a worldwide audience
  • Social media helps amplify the reach of Sub-Saharan authors and connects readers with African narratives

Access the full report here.