Afropolitan

Why 82% of YouTube Creators Will Never Make Real Money

Nov 26, 2025
Guest
Adetutu Ladetong
Adetutu Ladetong, a creative entrepreneur and founder of WOLF Studios, shares her insights on the challenges African creators face in monetizing their content. She discusses why now is a pivotal moment for creators in Africa, with shifts in infrastructure and audience. Adetutu breaks down payment dynamics in Nigeria, what successful creators do differently, and the importance of global storytelling. She also highlights barriers posed by tech companies and advocates for local partnerships to enhance creator economies.
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INSIGHT

African Creator Moment Is Now

  • The African creator ecosystem now drives the broader creative economy and creates real jobs.
  • Improving infrastructure and platform payouts make this moment urgent for creators to act.
ADVICE

Build Diversified Revenue Streams

  • Do diversify revenue beyond local brand deals by using affiliates, merch, digital products and social commerce.
  • Build commission-based performance deals so brands pay for measurable outcomes.
INSIGHT

Local CPMs Limit Creator Earnings

  • YouTube RPMs in Africa are far lower because CPMs reflect advertiser spend and market size.
  • Creators must therefore target global audiences or higher-CPM verticals to raise earnings.
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