Voices of the future: Empowering Gen Z to tell the new African story

Africa has the youngest population in the world. Seventy percent of people in Sub-Saharan Africa are under 30. This youth group is becoming more active in society. They engage in decision-making and political activism, like the #EndSARS protests in Nigeria and Finance Bill protests in Kenya.

Gen Z users are passionate about the content they want to see. They are not just consumers; they also create and curate content. Mobile technology and social media empower them to share their stories. Modern media must reflect the voices of Gen Z, allowing young creators to tell their own narratives.

These authentic stories resonate with peers, helping them connect with the world. Gen Z still engages with traditional media like television but often alongside social media and streaming platforms. Entertainment remains a key part of their lifestyle.

The PwC Africa Entertainment and Media Outlook 2024–2028 report predicts growth for both OTT streaming and linear TV in Nigeria. OTT streaming is expected to grow by 10.5%, while linear TV will grow by 8.1%. In Kenya, OTT is projected at 10.9% growth, with linear TV at 3.2%.

A recent EY survey found that authenticity is crucial for Generation Z's content preferences. Media must reflect their diverse lives and values authentically. This presents challenges but also opportunities for African media platforms.

Successful channels collaborate with young creatives to share their generation's stories. MultiChoice leads this effort through its MultiChoice Talent Factory (MTF). MTF has academies in Lusaka, Lagos, and Nairobi that train aspiring filmmakers.

Each year, MTF graduates around 60 film professionals ready for the industry. These include directors, producers, and scriptwriters who shape content on DStv, GOtv, Showmax, M-Net, and SuperSport platforms across sub-Saharan Africa.

MTF provides fully funded training programs along with networking opportunities through the MTF Portal. Graduates produce award-winning films that reflect contemporary issues on the continent.

These successes highlight a shift in modern media where viewers become creators themselves. MultiChoice’s approach has been key to its success among Gen Z audiences.

For example, Big Brother Naija received 1.8 billion votes in one season alone. East African Showmax Originals like Pepeta won Viewers’ Choice awards at the Kalasha Awards in 2024.

GH Queens also won an Africa Magic Viewers’ Choice Award for Best Unscripted Series. These achievements showcase how Generation Z professionals are increasingly telling Africa's stories today.