IN a call to action last week, Minister of Information, Communication and Technology Savannah Maziya emphasised the need for Eswatini to catch up with global trends in digital content creation and monetisation.
Speaking at the Business Eswatini Indaba themed ‘Leveraging ICT to Spur Private Sector Growth and Competitiveness’, the minister highlighted the growing importance of content creation as both a present and future career path.
Minister Maziya acknowledged that while countries such as South Africa have made significant progress in ensuring their citizens are paid for digital content, Eswatini has lagged behind.
“We missed the curve, but now we are fighting to ensure Emaswati get their rightful share,” she said.
She revealed ongoing engagements with major content platforms and global players, including hyperscalers and companies such as Google, which owns YouTube. A key meeting is scheduled for June, and the minister expressed optimism that by the end of the year, local content creators could begin receiving payments for their work.
“The digital economy is a long process, but Eswatini’s advantage lies in bringing in key players like Google and encouraging platforms such as TikTok to ensure Emaswati, especially women and youth, are not left out,” she said.
She stressed that content creation is not only a career path but also a powerful avenue for employment, product marketing and information sharing.
MTN launches Content Hub
The minister’s remarks come at a pivotal moment for the country’s digital landscape. On Friday, MTN Eswatini introduced the Eswatini Content Hub, a platform designed to help local creators monetise video and audio content through a subscription-based model.
The platform enables creators to earn income directly from subscriptions, with future plans to incorporate advertising revenue to provide sustainable income streams for artists, podcasters and video producers.
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Eswatini Content Hub offers affordable subscriptions, allowing audiences to access local content across education, health, entertainment, sports, business and lifestyle categories.
The initiative marks a significant step toward empowering Emaswati to transform creativity into viable careers.
Minister Maziya concluded with a firm message:
“We need to make drastic changes in how we do things — and fast.”
VOX POPS
Jumbo Khumalo
“I really appreciate Minister Savannah’s efforts. She could have overlooked the matter, but she is aggressively focusing on it. However, monetisation will not happen overnight — it could even take five years. As creators, we should also invest in brand collaborations, endorsements and other revenue streams.”
Bonkhe Shabangu
“The government’s push for digital content monetisation is long overdue but timely. With more young people and businesses adopting content creation, monetisation can create livelihoods and drive personal development. It’s a big step in the right direction.”
Christian Dude
“I’m encouraged by the push for digital monetisation and initiatives like MTN Eswatini’s Content Hub. Local creators have long produced quality work but struggled financially. With proper marketing, investment and commitment, this could professionalise content creation and recognise the creative industry as a key economic sector.”
