GITNUXREPORT 2026

South Africa Creative Industry Statistics

South Africa's creative industries show strong economic growth and international impact.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

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Statistic 1

SA advertising spend totaled R45.2 billion in 2022, 12% growth YoY

Statistic 2

Digital advertising share reached 62% of total spend at R28 billion in 2022

Statistic 3

Number of ad agencies in SA: 1,850, employing 32,000 people in 2022

Statistic 4

TV ad revenue: R12.5 billion in 2022, down 5% from peak

Statistic 5

Out-of-home (OOH) advertising grew 15% to R4.8 billion in 2022

Statistic 6

Social media ad spend: R9.2 billion, with Facebook 45% share in 2022

Statistic 7

Black-owned agencies: 35% of market, R15bn spend in 2022

Statistic 8

Programmatic advertising volume: 1.2 billion impressions daily in 2022

Statistic 9

Radio ad revenue: R3.1 billion, 150 stations active 2022

Statistic 10

Influencer marketing spend: R2.8 billion, 12,000 influencers 2022

Statistic 11

Print media ad decline: 22% to R4.5bn in 2022

Statistic 12

Ad tech startups: 65 firms, R450m investment 2022

Statistic 13

Women in ad creative roles: 48% in 2022

Statistic 14

Cinema advertising impressions: 250 million in 2022

Statistic 15

Email marketing ROI average 42:1 for SA brands in 2022

Statistic 16

Ad fraud losses: R1.9 billion estimated in 2022

Statistic 17

Sustainability ad campaigns: 180 major ones in 2022

Statistic 18

Mobile ad spend: R15.4 billion, 85% of digital in 2022

Statistic 19

Creative awards won by SA agencies: 450 international in 2022

Statistic 20

SME ad budget average: R1.2 million annually in 2022

Statistic 21

Video ad completion rates: 78% on platforms in 2022

Statistic 22

Billboards digitalized: 35% of 12,000 total in 2022

Statistic 23

Ad agency revenue growth: 11% to R52bn in 2022

Statistic 24

Native advertising spend: R1.65 billion in 2022

Statistic 25

Podcast advertising emerging at R280 million in 2022

Statistic 26

BEE ad spend allocation: 45% to compliant firms 2022

Statistic 27

Gaming ad impressions: 450 million monthly in 2022

Statistic 28

Retail media networks spend: R890 million new in 2022

Statistic 29

In 2022, the South African film industry generated R12.4 billion in direct economic contribution, representing 0.3% of national GDP

Statistic 30

South Africa's animation sector produced 28 feature-length animated films between 2015 and 2022, employing over 1,200 animators

Statistic 31

The number of co-productions in SA film industry rose by 45% from 2019 to 2023, totaling 22 international partnerships

Statistic 32

In 2021, Netflix invested R1.2 billion in South African original content production, creating 850 direct jobs

Statistic 33

SA's VFX industry contributed R3.8 billion to global projects in 2022, with 15 studios servicing Hollywood films

Statistic 34

Total box office revenue for locally produced SA films in 2022 reached R456 million, up 28% from 2021

Statistic 35

The Gauteng Film Commission supported 67 film projects in 2022 with R45 million in funding

Statistic 36

SA hosted 12 international film festivals in 2023, attracting 150,000 attendees and generating R120 million in tourism revenue

Statistic 37

Between 2018-2022, SA film incentives rebate claimed R2.1 billion, attracting 156 qualifying productions

Statistic 38

Cape Town's film studios hosted 40 major productions in 2022, employing 4,500 crew members daily on average

Statistic 39

SA's documentary film output increased 35% YoY in 2022 to 42 titles, with 18 premiering internationally

Statistic 40

The SA film industry's skills training programs trained 2,300 individuals in 2022 via NFVF initiatives

Statistic 41

In 2023, SA TV series exports to Africa reached 65 titles, valued at R890 million

Statistic 42

Black-owned film production companies grew from 22% to 38% of total between 2019-2023

Statistic 43

SA's post-production sector processed 120 hours of content monthly in 2022 for global streamers

Statistic 44

Durban International Film Festival screened 250 films from 45 countries in 2023, with 60 SA premieres

Statistic 45

The film industry paid R1.65 billion in crew wages in 2022, with average salary R285,000 annually

Statistic 46

SA women directors helmed 28% of feature films in 2022, up from 15% in 2018

Statistic 47

Joburg Film Festival generated R25 million in local spend from 2023 edition

Statistic 48

SA's AR/VR content for film grew to 15 projects in 2023, funded at R18 million

Statistic 49

Total SA film rebate approvals in 2022: 89 projects worth R4.7 billion investment

Statistic 50

KwaZulu-Natal Film Commission funded 34 projects in 2022, creating 1,200 jobs

Statistic 51

SA film piracy losses estimated at R1.8 billion in 2022

Statistic 52

2022 saw 16 SA films win international awards, including 5 Oscars nominations

Statistic 53

Eastern Cape Film Commission supported 22 indie films in 2023 with R12 million

Statistic 54

SA's streaming content library grew to 450 local titles by 2023

Statistic 55

Film industry carbon footprint reduced by 22% in 2022 via green production incentives

Statistic 56

75% of SA film productions used local BEE suppliers in 2022

Statistic 57

SA youth under 35 comprised 62% of film crew in 2022

Statistic 58

Total foreign spend in SA film locations: R8.9 billion in 2022

Statistic 59

In 2022, SAMRO collected R1.2 billion in music royalties, distributing R890 million to 45,000 creators

Statistic 60

SA music exports reached R450 million in 2022, with 60% to Sub-Saharan Africa

Statistic 61

Number of registered music composers in SA grew to 18,500 by 2023, up 12% YoY

Statistic 62

Live music events in SA totaled 4,200 in 2022, generating R3.2 billion revenue

Statistic 63

Streaming accounted for 68% of SA music revenue in 2022 at R720 million

Statistic 64

Black women artists received 22% of SAMRO grants in 2023, totaling R45 million

Statistic 65

SA hip-hop genre generated R1.1 billion in 2022, with 350 active artists

Statistic 66

Music tourism from festivals like Oppikoppi drew 250,000 visitors in 2022, R1.8bn spend

Statistic 67

SA's gospel music market size: R890 million in 2022, 1,200 choirs registered

Statistic 68

Digital music downloads fell 15% to 12 million units in 2022

Statistic 69

5,600 new music releases in SA in 2022, 40% by independents

Statistic 70

Music education programs trained 8,500 students via SAMRO in 2022

Statistic 71

SA jazz exports: 25 albums to Europe/US in 2022, royalties R56 million

Statistic 72

Physical vinyl sales in SA rose 28% to 45,000 units in 2022

Statistic 73

Afrobeats collaborations with global artists generated R320 million for SA in 2023

Statistic 74

Music venue employment: 22,000 jobs in 2022, average wage R180,000/year

Statistic 75

SA music piracy losses: R950 million in 2022

Statistic 76

Women in SA music production: 18% in 2022, up from 10% in 2018

Statistic 77

Cape Town International Jazz Festival attendance: 12,000 in 2023, R45m revenue

Statistic 78

SA classical music orchestras: 8 national, performing 450 concerts/year in 2022

Statistic 79

Music tech startups in SA: 42 in 2023, raised R210 million funding

Statistic 80

Traditional music royalties: R120 million distributed to 2,500 creators in 2022

Statistic 81

SA music on Spotify: 15 million monthly listeners in 2023

Statistic 82

Concert promoter revenue: R2.4 billion from 450 events in 2022

Statistic 83

Youth music academies enrolled 15,000 students in 2022

Statistic 84

SA house music DJs: 1,800 active, generating R650m in gigs 2022

Statistic 85

Music publishing deals: 320 new in 2022, worth R180 million

Statistic 86

Festival carbon emissions reduced 30% in 2022 via green initiatives

Statistic 87

SA music BEE compliance: 65% of labels in 2023

Statistic 88

SA publishing industry revenue: R8.7 billion in 2022, 1,200 titles published

Statistic 89

Book sales units: 15.2 million in 2022, 65% fiction

Statistic 90

Local language publications: 45% of total, 540 titles in 2022

Statistic 91

E-book market growth: 28% to R450 million in 2022

Statistic 92

Number of publishers: 320 active, employing 9,500 in 2022

Statistic 93

Children's books: 2,800 titles, R1.2bn revenue 2022

Statistic 94

Export book value: R1.65 billion to 50 countries in 2022

Statistic 95

Academic publishing: 1,450 journals/articles from SA unis 2022

Statistic 96

Magazine titles: 450 active, circulation 4.2m monthly 2022

Statistic 97

Newspaper ad revenue fall: 18% to R2.1bn in 2022

Statistic 98

Indie publishers growth: 22% to 120 firms in 2022

Statistic 99

Audiobook sales: R180 million, 250 titles in 2022

Statistic 100

Literary festivals: 35 events, 120,000 attendees 2022

Statistic 101

Black authors' books: 38% market share in 2022

Statistic 102

Printing industry jobs: 25,000, R3.4bn turnover 2022

Statistic 103

Self-publishing platforms users: 18,000 SA authors 2022

Statistic 104

Poetry sales: R95 million, 150 anthologies 2022

Statistic 105

Women publishers: 52% ownership in sector 2022

Statistic 106

Comics/graphic novels: 120 titles, R210m sales 2022

Statistic 107

Library book acquisitions: 450,000 volumes nationally 2022

Statistic 108

Translation projects funded: 89 books at R12m in 2022

Statistic 109

Publishing piracy losses: R560 million in 2022

Statistic 110

Educational books: 65% of sales at R5.6bn 2022

Statistic 111

Literary prizes awarded: 45 national, R18m total 2022

Statistic 112

Digital subscriptions: 1.2m for news/mags 2022

Statistic 113

Book fairs attendance: 85,000 at Franschhoek 2022

Statistic 114

In 2022, SA visual arts market turnover reached R2.1 billion, with 55 galleries active

Statistic 115

Number of SA artists exhibiting internationally: 450 in 2022, sales R890 million

Statistic 116

Craft sector employed 120,000 artisans in 2022, 70% women

Statistic 117

SA contemporary art auction sales: R1.45 billion in 2022, up 18% YoY

Statistic 118

Street art festivals in SA: 28 events in 2022, attracting 500,000 visitors

Statistic 119

Public art installations funded: 165 projects at R320 million in 2022

Statistic 120

SA fashion design exports: R5.6 billion in 2022, to 42 countries

Statistic 121

Number of art schools training 12,500 students annually in 2022

Statistic 122

Black artists' share of gallery sales: 42% in 2022, up from 28% in 2018

Statistic 123

Jewellery design industry: 8,500 makers, R1.2bn turnover 2022

Statistic 124

SA sculpture market: R450 million sales in 2022, 1,200 artists

Statistic 125

Graphic design firms: 4,200 registered, employing 28,000 in 2022

Statistic 126

Textile art exports: R210 million to EU in 2022

Statistic 127

Art therapy programs reached 15,000 beneficiaries in 2022

Statistic 128

SA biennale participation: 120 artists in 2022 international events

Statistic 129

Photography market: R680 million, 5,500 pro photographers in 2022

Statistic 130

Women visual artists: 55% of exhibitions in 2022

Statistic 131

Ceramics industry: 2,800 potters, R190m sales 2022

Statistic 132

Digital art NFTs by SA creators: 12,000 sold for R56m in 2022

Statistic 133

Public murals painted: 450 in urban areas 2022

Statistic 134

Fashion weeks hosted 5 events, 300 designers, R420m economic impact 2022

Statistic 135

Art restoration jobs: 1,200 employed, R145m sector value 2022

Statistic 136

Indigenous craft cooperatives: 650 groups, 45,000 members 2022

Statistic 137

Painting sales average price: R85,000 per piece in 2022 auctions

Statistic 138

Design indaba attendance: 18,000 in 2023, 450 exhibitors

Statistic 139

Visual arts BEE funding: R210m to 1,500 projects 2022

1/139

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Forget everything you think you know, because the South African creative industry isn't just telling stories—it's generating billions and building futures, from the film sets of Cape Town to the recording studios of Johannesburg.

Key Takeaways

In 2022, the South African film industry generated R12.4 billion in direct economic contribution, representing 0.3% of national GDP
South Africa's animation sector produced 28 feature-length animated films between 2015 and 2022, employing over 1,200 animators
The number of co-productions in SA film industry rose by 45% from 2019 to 2023, totaling 22 international partnerships
In 2022, SAMRO collected R1.2 billion in music royalties, distributing R890 million to 45,000 creators
SA music exports reached R450 million in 2022, with 60% to Sub-Saharan Africa
Number of registered music composers in SA grew to 18,500 by 2023, up 12% YoY
In 2022, SA visual arts market turnover reached R2.1 billion, with 55 galleries active
Number of SA artists exhibiting internationally: 450 in 2022, sales R890 million
Craft sector employed 120,000 artisans in 2022, 70% women
SA advertising spend totaled R45.2 billion in 2022, 12% growth YoY
Digital advertising share reached 62% of total spend at R28 billion in 2022
Number of ad agencies in SA: 1,850, employing 32,000 people in 2022
SA publishing industry revenue: R8.7 billion in 2022, 1,200 titles published
Book sales units: 15.2 million in 2022, 65% fiction
Local language publications: 45% of total, 540 titles in 2022

South Africa's creative industries show strong economic growth and international impact.

Advertising

SA advertising spend totaled R45.2 billion in 2022, 12% growth YoY
Digital advertising share reached 62% of total spend at R28 billion in 2022
Number of ad agencies in SA: 1,850, employing 32,000 people in 2022
TV ad revenue: R12.5 billion in 2022, down 5% from peak
Out-of-home (OOH) advertising grew 15% to R4.8 billion in 2022
Social media ad spend: R9.2 billion, with Facebook 45% share in 2022
Black-owned agencies: 35% of market, R15bn spend in 2022
Programmatic advertising volume: 1.2 billion impressions daily in 2022
Radio ad revenue: R3.1 billion, 150 stations active 2022
Influencer marketing spend: R2.8 billion, 12,000 influencers 2022
Print media ad decline: 22% to R4.5bn in 2022
Ad tech startups: 65 firms, R450m investment 2022
Women in ad creative roles: 48% in 2022
Cinema advertising impressions: 250 million in 2022
Email marketing ROI average 42:1 for SA brands in 2022
Ad fraud losses: R1.9 billion estimated in 2022
Sustainability ad campaigns: 180 major ones in 2022
Mobile ad spend: R15.4 billion, 85% of digital in 2022
Creative awards won by SA agencies: 450 international in 2022
SME ad budget average: R1.2 million annually in 2022
Video ad completion rates: 78% on platforms in 2022
Billboards digitalized: 35% of 12,000 total in 2022
Ad agency revenue growth: 11% to R52bn in 2022
Native advertising spend: R1.65 billion in 2022
Podcast advertising emerging at R280 million in 2022
BEE ad spend allocation: 45% to compliant firms 2022
Gaming ad impressions: 450 million monthly in 2022
Retail media networks spend: R890 million new in 2022

Advertising Interpretation

South Africa's advertising industry, much like a savvy modern braai, has masterfully shifted its flames from the waning coals of traditional TV and print to the roaring digital fire where social media, mobile, and even programmatic trading sizzle with most of the R45.2 billion spend, proving that while the mediums change, the fundamental urge to connect—and sell—remains deliciously human.

Film and TV

In 2022, the South African film industry generated R12.4 billion in direct economic contribution, representing 0.3% of national GDP
South Africa's animation sector produced 28 feature-length animated films between 2015 and 2022, employing over 1,200 animators
The number of co-productions in SA film industry rose by 45% from 2019 to 2023, totaling 22 international partnerships
In 2021, Netflix invested R1.2 billion in South African original content production, creating 850 direct jobs
SA's VFX industry contributed R3.8 billion to global projects in 2022, with 15 studios servicing Hollywood films
Total box office revenue for locally produced SA films in 2022 reached R456 million, up 28% from 2021
The Gauteng Film Commission supported 67 film projects in 2022 with R45 million in funding
SA hosted 12 international film festivals in 2023, attracting 150,000 attendees and generating R120 million in tourism revenue
Between 2018-2022, SA film incentives rebate claimed R2.1 billion, attracting 156 qualifying productions
Cape Town's film studios hosted 40 major productions in 2022, employing 4,500 crew members daily on average
SA's documentary film output increased 35% YoY in 2022 to 42 titles, with 18 premiering internationally
The SA film industry's skills training programs trained 2,300 individuals in 2022 via NFVF initiatives
In 2023, SA TV series exports to Africa reached 65 titles, valued at R890 million
Black-owned film production companies grew from 22% to 38% of total between 2019-2023
SA's post-production sector processed 120 hours of content monthly in 2022 for global streamers
Durban International Film Festival screened 250 films from 45 countries in 2023, with 60 SA premieres
The film industry paid R1.65 billion in crew wages in 2022, with average salary R285,000 annually
SA women directors helmed 28% of feature films in 2022, up from 15% in 2018
Joburg Film Festival generated R25 million in local spend from 2023 edition
SA's AR/VR content for film grew to 15 projects in 2023, funded at R18 million
Total SA film rebate approvals in 2022: 89 projects worth R4.7 billion investment
KwaZulu-Natal Film Commission funded 34 projects in 2022, creating 1,200 jobs
SA film piracy losses estimated at R1.8 billion in 2022
2022 saw 16 SA films win international awards, including 5 Oscars nominations
Eastern Cape Film Commission supported 22 indie films in 2023 with R12 million
SA's streaming content library grew to 450 local titles by 2023
Film industry carbon footprint reduced by 22% in 2022 via green production incentives
75% of SA film productions used local BEE suppliers in 2022
SA youth under 35 comprised 62% of film crew in 2022
Total foreign spend in SA film locations: R8.9 billion in 2022

Film and TV Interpretation

For all the talk of Hollywood’s glitz, South Africa’s creative industry is quietly staging a world-class economic and cultural coup, proving its R12.4 billion contribution is not just a bit part but a blockbuster in the making, fueled by an animation boom, a surge in international co-productions and Netflix investments, a globally competitive VFX sector, growing local box office returns, transformative job creation and skills training, a significant rise in Black-owned production companies and women directors, a powerful export market to Africa, and a tourism draw from international festivals, all while battling piracy losses and reducing its carbon footprint—a narrative of resilience where every rand, job, and international award is a hard-won scene in a much larger story of global relevance.

Music

In 2022, SAMRO collected R1.2 billion in music royalties, distributing R890 million to 45,000 creators
SA music exports reached R450 million in 2022, with 60% to Sub-Saharan Africa
Number of registered music composers in SA grew to 18,500 by 2023, up 12% YoY
Live music events in SA totaled 4,200 in 2022, generating R3.2 billion revenue
Streaming accounted for 68% of SA music revenue in 2022 at R720 million
Black women artists received 22% of SAMRO grants in 2023, totaling R45 million
SA hip-hop genre generated R1.1 billion in 2022, with 350 active artists
Music tourism from festivals like Oppikoppi drew 250,000 visitors in 2022, R1.8bn spend
SA's gospel music market size: R890 million in 2022, 1,200 choirs registered
Digital music downloads fell 15% to 12 million units in 2022
5,600 new music releases in SA in 2022, 40% by independents
Music education programs trained 8,500 students via SAMRO in 2022
SA jazz exports: 25 albums to Europe/US in 2022, royalties R56 million
Physical vinyl sales in SA rose 28% to 45,000 units in 2022
Afrobeats collaborations with global artists generated R320 million for SA in 2023
Music venue employment: 22,000 jobs in 2022, average wage R180,000/year
SA music piracy losses: R950 million in 2022
Women in SA music production: 18% in 2022, up from 10% in 2018
Cape Town International Jazz Festival attendance: 12,000 in 2023, R45m revenue
SA classical music orchestras: 8 national, performing 450 concerts/year in 2022
Music tech startups in SA: 42 in 2023, raised R210 million funding
Traditional music royalties: R120 million distributed to 2,500 creators in 2022
SA music on Spotify: 15 million monthly listeners in 2023
Concert promoter revenue: R2.4 billion from 450 events in 2022
Youth music academies enrolled 15,000 students in 2022
SA house music DJs: 1,800 active, generating R650m in gigs 2022
Music publishing deals: 320 new in 2022, worth R180 million
Festival carbon emissions reduced 30% in 2022 via green initiatives
SA music BEE compliance: 65% of labels in 2023

Music Interpretation

South Africa's music industry is conducting a symphony of success—from the digital streams funding new dreams to the stubborn vinyl revival—proving that while piracy still skips tracks, the collective rhythm of creators, exporters, and live events is turning up the volume on economic and cultural impact.

Publishing

SA publishing industry revenue: R8.7 billion in 2022, 1,200 titles published
Book sales units: 15.2 million in 2022, 65% fiction
Local language publications: 45% of total, 540 titles in 2022
E-book market growth: 28% to R450 million in 2022
Number of publishers: 320 active, employing 9,500 in 2022
Children's books: 2,800 titles, R1.2bn revenue 2022
Export book value: R1.65 billion to 50 countries in 2022
Academic publishing: 1,450 journals/articles from SA unis 2022
Magazine titles: 450 active, circulation 4.2m monthly 2022
Newspaper ad revenue fall: 18% to R2.1bn in 2022
Indie publishers growth: 22% to 120 firms in 2022
Audiobook sales: R180 million, 250 titles in 2022
Literary festivals: 35 events, 120,000 attendees 2022
Black authors' books: 38% market share in 2022
Printing industry jobs: 25,000, R3.4bn turnover 2022
Self-publishing platforms users: 18,000 SA authors 2022
Poetry sales: R95 million, 150 anthologies 2022
Women publishers: 52% ownership in sector 2022
Comics/graphic novels: 120 titles, R210m sales 2022
Library book acquisitions: 450,000 volumes nationally 2022
Translation projects funded: 89 books at R12m in 2022
Publishing piracy losses: R560 million in 2022
Educational books: 65% of sales at R5.6bn 2022
Literary prizes awarded: 45 national, R18m total 2022
Digital subscriptions: 1.2m for news/mags 2022
Book fairs attendance: 85,000 at Franschhoek 2022

Publishing Interpretation

While the enduring power of a physical book is undeniably holding its ground against the digital surge, South Africa's publishing industry is proving to be a resiliently loud and lively multi-voice choir, singing stories of profit, pride, and piracy in nearly equal measure.

Visual Arts

In 2022, SA visual arts market turnover reached R2.1 billion, with 55 galleries active
Number of SA artists exhibiting internationally: 450 in 2022, sales R890 million
Craft sector employed 120,000 artisans in 2022, 70% women
SA contemporary art auction sales: R1.45 billion in 2022, up 18% YoY
Street art festivals in SA: 28 events in 2022, attracting 500,000 visitors
Public art installations funded: 165 projects at R320 million in 2022
SA fashion design exports: R5.6 billion in 2022, to 42 countries
Number of art schools training 12,500 students annually in 2022
Black artists' share of gallery sales: 42% in 2022, up from 28% in 2018
Jewellery design industry: 8,500 makers, R1.2bn turnover 2022
SA sculpture market: R450 million sales in 2022, 1,200 artists
Graphic design firms: 4,200 registered, employing 28,000 in 2022
Textile art exports: R210 million to EU in 2022
Art therapy programs reached 15,000 beneficiaries in 2022
SA biennale participation: 120 artists in 2022 international events
Photography market: R680 million, 5,500 pro photographers in 2022
Women visual artists: 55% of exhibitions in 2022
Ceramics industry: 2,800 potters, R190m sales 2022
Digital art NFTs by SA creators: 12,000 sold for R56m in 2022
Public murals painted: 450 in urban areas 2022
Fashion weeks hosted 5 events, 300 designers, R420m economic impact 2022
Art restoration jobs: 1,200 employed, R145m sector value 2022
Indigenous craft cooperatives: 650 groups, 45,000 members 2022
Painting sales average price: R85,000 per piece in 2022 auctions
Design indaba attendance: 18,000 in 2023, 450 exhibitors
Visual arts BEE funding: R210m to 1,500 projects 2022

Visual Arts Interpretation

South Africa's creative sector is quietly staging a vibrant, multi-billion rand revolution, where galleries and auction houses are thriving, craft cooperatives and fashion exports are bustling, and a long-overdue shift in representation is finally painting a more inclusive and economically powerful picture.

Sources & References

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