Cultural and Creative Industries : five years of sustained growth
Recording growth far exceeding that of many traditional industrial sectors, the cultural and creative industries (CCIs) confirm their role as an economic driver. As African trade integration advances through the AfCFTA, these sectors appear as one of the most promising levers for diversification, employment, and the continent’s international influence.
According to the Panorama of Cultural and Creative Industries 2025 study, published last December by EY at the request of the association We Are Creative and with support from the French Ministry of Culture and Bpifrance, the cultural and creative industries recorded a 21% increase in their value added over five years—a pace twice as fast as that observed in sectors such as automotive or aerospace.
In 2024, CCIs represent 2.9% of GDP, or €43.1 billion in direct value added, generating €102.7 billion in revenue. The sector employs 586,000 people directly and over 1.1 million when indirect and induced effects are included—a volume up 13% since 2019. Despite the shock of the 2020 health crisis (-17% activity), the sector rebounded strongly from 2022 onwards.
The report highlights that “cultural and creative industries constitute a major pillar of growth, a laboratory of innovation, and one of the most powerful levers of cultural and international influence.”
A real ripple effect
CCIs cover ten branches recognized by UNESCO, ranging from audiovisual to video games, including music, publishing, press, and performing arts. Certain sectors, such as video games, recorded music, or animation, show strong momentum, particularly for exports, while others, like press or radio, remain vulnerable to digital transition.
Each euro of direct value added generated by CCIs creates an additional €1.13 in the broader economy (tourism, trade, catering), confirming their cross-cutting role. The average export rate reaches 17%, with strong disparities across branches.
AfCFTA: a young but promising framework for CCIs
Effective since 2021, the African Continental Free Trade Area (AfCFTA) aims to create the world’s largest integrated market by number of participating countries. Since its launch, it has established the legal and institutional foundations for the gradual liberalization of intra-African trade, although its full potential is still unfolding.
For African cultural and creative industries, AfCFTA offers an unprecedented framework: reduction of tariff barriers, progressive harmonization of rules, and expansion of markets for cultural content often constrained by national fragmentation. Music, cinema, audiovisuals, fashion, and video games are among the sectors most directly affected by this integration.
However, significant challenges remain: uneven logistics and digital infrastructure, intellectual property protection, financing for creative enterprises, and structuring of value chains. AfCFTA is therefore not an automatic solution but a strategic lever, provided it is accompanied by appropriate public policies and targeted investments.
Creation and innovation are at the heart of economic growth and influence
“Creation and innovation are at the heart of economic growth and influence,” as emphasized by Éric Newton, President of We Are Creative. This principle fully applies to the African continent, where demographics, creativity, and rapid digitalization are major assets.
Ultimately, linking the growth of CCIs with AfCFTA could foster the emergence of pan-African cultural champions, strengthen intra-African trade, and increase the global visibility of African creations, while contributing to employment and economic diversification.
Access the study : Panorama of Cultural and Creative Industries 2025
