Macra Urges Creatives to Leverage Indigenous Platforms for Content Monetisation

Daudi Suleman, Director General of the Malawi Communications Regulatory Authority (Macra), has encouraged creatives to prioritize indigenous platforms for local content monetisation. This move aims to reduce reliance on global tech giants like YouTube and Facebook.

Suleman made these remarks during a meeting with representatives from the creative sector in Lilongwe. He highlighted challenges affecting the local creative industry's ability to benefit from global platforms, including low internet connectivity and widespread digital illiteracy.

These factors limit Malawi's eligibility for direct monetisation opportunities offered by big tech companies. Suleman noted that discussions with YouTube and Facebook are ongoing, but progress has been slow due to these challenges.

Despite these hurdles, Suleman emphasized that global platforms can still help creatives grow their audience. However, the focus should be on leveraging these platforms to drive traffic to locally developed monetisation solutions.

Suleman also pointed out that the absence of local advertisers and low internet penetration are significant hurdles. Approximately 700,000 Malawians are active on Facebook, but limited device functionality impedes effective engagement with content.

Macra is working to address these challenges, and Special Adviser to the President on Creative Industries, Q Malewezi, commended Macra for its insights. Malewezi stressed that a multi-sectoral approach is necessary, suggesting that future discussions should include representatives from various industries.