Content Piracy is a Growing Threat to Africa’s Creative Economy

“Piracy affects the entire film and television production chain, from executive producers to directors, writers, cast, and crew. The notion that it’s okay to pirate content because broadcasters have plenty of money is a complete misnomer,” said Thandi Ramathesele, MD of Izwimultimedia, during a panel discussion at MIP Africa 2024. “Stealing content—essentially what piracy is—affects our culture, our society, and silences our voices. It’s not just taking money from big broadcasters; it deprives our creatives of their livelihood. How many of our artists die penniless?”

The panel, moderated by Waldimar Pelser, MultiChoice Group Channel Director for Premium Channels, also featured insights from Chola Makgamathe, Chairperson of the Copyright Coalition of South Africa, and Tobias Maja, Senior Anti-Piracy Manager at Irdeto.

The Seriousness of Piracy

Makgamathe highlighted that piracy impacts entire creative industries, stemming from a perception that ‘being creative’ isn’t a ‘serious job’ like law or medicine. “The most recent figures show that South Africa’s cultural and creative industries contribute at least 3% to the country’s Gross Domestic Product (GDP)—equivalent to R161 billion, similar to what the agricultural sector contributes,” she explained. “For the creative industry, there’s also a lack of awareness about how individuals can protect their livelihoods. More education is needed on how creatives can own the rights to their work, monetise it, and understand the legal protections available.”

Maja pointed out that outdated laws hinder efforts to combat piracy across the continent. “It’s difficult to prosecute pirates effectively, and when they are prosecuted, the fines are often insignificant. In many jurisdictions, law enforcement and the judiciary don’t fully grasp that piracy is not only a criminal industry but also one that destroys the livelihoods of creatives,” he said.

He added that many digital piracy sites operate as seemingly legitimate services, charging customers low subscription fees for content that is pirated. “Pirates don’t pay for the content they acquire illegally, so all the revenue from subscriptions goes to them, while content creators receive nothing.”

Support Content, Pay for it

Ramathesele emphasised that while it’s heartening to know your content is being appreciated globally, piracy undermines the industry’s sustainability. “Without compensation for the people creating the content, there’s no industry. It’s vital that artists and creatives are educated on how to protect their rights, while society needs to understand the damaging effects of piracy. The ripple effect is unemployment, reduced youth development, and the collapse of the entire content value chain. Eventually, people will notice that the content they enjoy isn’t there anymore, but by then it will be too late.”

Partnerships to Combat Piracy

Makgamathe agreed, stating that partnerships are critical in raising awareness and celebrating anti-piracy successes. In 2024 alone, Irdeto has taken down 40,000 illegal streaming links, yet pirates quickly re-establish their services unless they face effective legal action. “We need our young influencers to spread the message and help piracy trend for the right reasons—by showing people how harmful it is to the industry. ISPs must also play their part in taking down pirate sites. Tackling piracy requires a multi-layered, interdisciplinary approach.”

Africa-wide initiative Partners Against Piracy (PAP), of which MultiChoice is a partner, is working with local governments to address copyright infringement. PAP collaborates with government agencies to share information, enforce IP laws, and combat piracy more effectively.

In a landmark move, MultiChoice South Africa signed a Memorandum of Understanding (MoU) with the Department of Justice and Correctional Services on 7 March 2024, signalling the South African government’s commitment to fight broadcast and content piracy. The agreement, the first of its kind on the continent, seeks to strengthen policy and legal frameworks, identify urgent legislative amendments, and mobilise crime units to target pirate operators.

Ramathesele concluded by urging the Department of Sports, Arts, and Culture to take the lead in protecting the country’s creative industries. “We need a societal shift to recognise that piracy isn’t ‘sharing,’ it’s ‘stealing.’ We need the government, law enforcement, and the justice system to collaborate with us to combat a crime that affects the entire economy and the livelihoods of countless individuals.”

Content piracy, simply put, is the unauthorised acquisition, use, sharing, or sale of copyrighted material—it’s theft.