Malawi Communications Regulatory Authority (Macra) Director General, Daudi Suleman, has urged creatives to prioritize indigenous platforms for content monetisation rather than relying solely on global tech giants like YouTube and Facebook.
Speaking in Lilongwe during a meeting with representatives from the creative sector, Suleman discussed ways to effectively monetise content on digital platforms. He highlighted key challenges such as low internet connectivity and widespread digital illiteracy, which hinder Malawi’s eligibility for direct monetisation opportunities on global platforms.
Suleman acknowledged ongoing discussions with YouTube and Facebook but noted that progress has been slow due to these constraints. While these platforms can help expand an audience, he advised creatives to focus on using them as tools to drive traffic toward locally developed monetisation solutions.
He further pointed out that the lack of local advertisers remains a significant challenge, as advertising revenue is a major factor in content monetisation. Additionally, the country’s low internet penetration and the prevalence of basic smartphones limit users’ ability to engage with advanced monetisation features.
Statistics indicate that approximately 700,000 Malawians are active on Facebook, but limited device functionality restricts their engagement with content. Data consumption patterns also reflect this, with the average usage per user being around 1GB in February, suggesting limited online activity that discourages global platforms from monetisation partnerships in Malawi.
Despite these challenges, Suleman assured creatives that Macra is working to address the existing barriers to monetisation.
Special Adviser to the President on Creative Industries, Q Malewezi, commended Macra’s efforts and emphasized the need for a multi-sectoral approach. He suggested that future discussions include representatives from various industries to create a unified strategy for supporting the creative sector.
Creative industry representative Kelvin Before Gumbi ‘KBG’ found the session insightful, stating that it challenged creatives to explore alternative monetisation options within the local market. He noted that the discussion provided valuable information that will help creatives develop strategies to monetize their content effectively.
