Could VideoPro Tackle Africa’s Video Production Struggles?

The African video production industry is in an interesting spot right now. At first, we thought it was shrinking because of AI and mobile phones, but demand for services has actually gone up. The big, established producers still dominate bids for professional gigs, while freelancers and small startups are coming up all over. Newcomers struggle to break into those bigger jobs as they don’t have the experience, gear, or cash to grow, and there’s some gatekeeping too, which is pretty normal for this kind of work.

In a UNESCO Africa Film Industry Report of 2021, it highlights that that the industry could create millions of jobs and billions of dollars for Africa, but it’s held back by piracy, too few cinemas, and not enough funding. We only have 19 out of 54 countries providing financial help to filmmakers.

A GIZ report from 2023 highlights weak infrastructure and a lack of skilled professionals as key challenges in the film industry, particularly in Rwanda and Kenya.

The Proparco CREA Fund report from March 2025 says small creative businesses can grow with support, but there’s still a wide gap between what could be and what is.

“A couple of years back, I went to FESPACO, and the energy was incredible—so many people, so much energy. It showed me how alive this industry can be,” says Louis, the Founder.

What It Could Become:

There’s a real chance for the industry to get organized and connected. If that happens, it could take on bigger projects, both local and global, and turn into something solid.

We started VideoPro.africa because the video industry felt disorganized, and we could do something. Lots of producers don’t bother with websites or online profiles—they get by on referrals and whatever jobs come their way.

We are just trying to make things easier for everyone in video production and that has become our passion.

“I was frustrated learning to code a few years ago, but FESPACO 2023 changed my mind—I shared an idea about connecting people to jobs, and producers welcomed it with excitement.” says Louis, the Founder.

Where We Have Reached:

Our goal is to connect producers, clients, suppliers, and governments across Africa. We have built a platform where producers can find work and manage projects, and clients can keep track of progress.

So far, we have talked to producers, some equipment suppliers, and a few government agencies. It’s been a mix of exciting and tough. Most orders come from East Africa and South Africa, South Africa especially. West Africa’s been harder to break into because it is harder to get trust, and people are skeptical of online platforms and transactions.

What’s Going On In The Industry:

The industry’s got some real challenges:

• Clients complain about unclear and inconsistent prices, scams, and how hard it is to figure out who’s legit. WhatsApp groups work but the options available are limited leaving clients with the same options.
• Producers often don’t have the paperwork clients ask for, and they don’t seem bothered about being visible as long as they’ve got some work. New people are jumping in, but they’re directionless, and now they’re up against the old pros. Growth feels like it’s hitting a ceiling. Some producers are moving into production training instead, and
• Governments are pushing capacity building too and it is getting saturated fast. Unlike the West with its unions, there’s no system here. Governments also focus on film over video production, so this part gets overlooked.

Some countries don’t even have film commissions or clear filming processes. VideoPro is working to put together accurate filming guides and make it easy for customers to prepare for their filming in any location, while finding professional producers to continue building trust and production capacity.

Why A Structured Video Industry Matters:

If nothing shifts, the industry stays chaotic. New producers get more frustrated to grow, clients remain skeptical about filming in Africa, and it doesn’t grow much. But if it gets organized, producers could land steady gigs, clients could trust the process, and Africa could compete globally. That’s the difference worth considering.

How We Contribute At VideoPro:

We see ourselves as part of the effort to address these challenges, and we’re committed to the long haul. Likely a decade or more. Our focus is on strengthening our team, refining the platform, and forging ties with suppliers and governments.

We aim to connect producers and crew in every country, with a particular eye on West Africa, where trust and resources are harder to come by. Building skills in places like Togo and Ghana trails East Africa, and finding the right partners to scale remains a steady challenge. By clarifying filming processes and linking reliable producers to opportunities, we’re working to bring stability where it’s needed most.

The road ahead is long, but the need for a steadier video production industry in Africa is clear. We’ll keep pushing to bridge gaps between regions, between producers and clients, between potential and progress. The industry’s alive with possibility, and we’re here to help it find its footing.