Creator content is welcome in South Africa
42%of South Africans say creator content is welcome, not annoying
They say
“People hate online ads. Why add more?”
You say
Some formats, yes. Creator content is the one South Africans mind least: 42% call it welcome, ahead of display (38%), social feeds (35%), online video (27%) and streaming (22%). Yet creators get about 1% of ad spend. That gap is the opportunity.
Kantar, Media Reactions in BrandZ South Africa, 2024.