Content Piracy is a Real Threat to Africa’s Creative Economy

Content piracy poses a critical threat to Africa’s creative economy, undermining the livelihoods of thousands of artists, filmmakers, musicians, and writers. It affects the entire production chain, from executive producers to the on-set crew, taking money and opportunity away from those who rely on their work for survival.

During a piracy panel discussion at MIP Africa 2024, Thandi Ramathesele, MD of izwimultimedia, explained how piracy is often misunderstood as only affecting large broadcasters. “People think big broadcasters have plenty of money, so it’s okay to pirate content,” she said, but the reality is that piracy takes food from the mouths of creatives, leaving many without financial security. Ramathesele emphasized that piracy doesn’t just steal money; it mutes African voices and devalues the unique cultural narratives that make the continent’s content so powerful.

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The problem is compounded by outdated laws and a societal lack of understanding about the economic importance of creative industries. As Chola Makgamathe, Chairperson of the Copyright Coalition of South Africa, pointed out, the cultural creative sector contributes at least 3% to South Africa's GDP, a figure on par with agriculture. However, many still view creative work as less serious than other professions, like law or medicine. This perception makes it difficult for creators to protect their intellectual property and navigate the legal landscape to secure their rights.

Meanwhile, Tobias Maja, Senior Anti-Piracy Manager at Irdeto, noted that digital piracy thrives because of weak enforcement and outdated laws, making it nearly impossible to prosecute offenders effectively. Many piracy sites operate under the guise of legitimate businesses, charging low subscription fees to unsuspecting customers while pocketing profits that should go to the creators.

The fight against piracy requires a unified and comprehensive approach that includes stronger legal frameworks, public education, and collaboration between multiple industries. Initiatives like Partners Against Piracy (PAP), a pan-African multi-stakeholder organization, are making strides by working with local governments to tackle piracy head-on.

In March 2024, MultiChoice South Africa signed a Memorandum of Understanding (MoU) with the Department of Justice and Correctional Services, marking a historic commitment to combat content piracy. This agreement aims to streamline cooperation between legal entities, broadcasters, and law enforcement, with the goal of creating more robust laws and enforcing them efficiently. Already, teams like the Serious Commercial Crime Unit and the Hawks have led successful raids against pirate site operators. However, the battle is far from over, and more action is needed across the continent.

Ultimately, education is key to shifting public perception about piracy. Consumers must understand that while they might feel they're simply accessing content more cheaply, they are supporting an industry that robs African creators of their rightful earnings. Ramathesele urged for a collective effort to raise awareness, stating, “We love that viewers love our content, but piracy creates unemployment and destroys the value chain. If we don’t address this issue, soon people will notice there’s no new content left to consume.”

Public campaigns, supported by broadcasters, influencers, and governments, are critical to teaching the public that loving content means paying for it. When viewers see the impact their choices have on the artists they admire, they are more likely to support legal avenues of content consumption, helping to preserve the future of Africa’s creative economy.

Content piracy involves the unauthorised acquisition, use, sharing or selling of copyrighted content. Put simply, piracy is stealing. If you are aware of any individuals or organisations involved in piracy, you can report them anonymously at +27 11 289 2684 or piracy@multichoice.co.za.