By Tefelo Majoro- SACO Lead Researcher
South Africa’s cultural, creative and sports industries (CCI&S) are far more than platforms for artistic expression and entertainment. They are a growing economic force that contributes meaningfully to national development, job creation, and global cultural influence. The 2025 Capstone Report on the Economic Mapping of the Cultural, Creative and Sports Industries provides one of the most comprehensive assessments of the sector’s economic footprint in South Africa to date.
The findings confirm what many in the sector have long recognised: creativity is not only a cultural asset, it is also a significant economic driver.
The report estimates that the Cultural, Creative and Sports Industries contributed R271 billion to South Africa’s GDP in 2023, representing approximately 4% of the national economy. This marks steady growth since 2021 and demonstrates the sector’s resilience following the disruptions caused by the COVID-19 pandemic.
Importantly, the economic impact of the sector extends well beyond its direct activities. Indirect and induced effects, such as supply chain linkages and consumer spending from sectoral incomes, account for nearly two-thirds of the total economic contribution. This highlights the sector’s strong multiplier effect across the wider economy.
Within the sector, Cultural and Creative Industries remain the largest contributor, accounting for roughly 3% of GDP, while Sports contribute just under 1%, though it is growing at a faster pace.
Beyond GDP, the CCI&S sector plays a significant role in employment and livelihoods. The report estimates that the sector supports approximately 1.4 million jobs across South Africa, spanning a wide range of occupations, including artists, designers, filmmakers, journalists, coaches, athletes, and cultural entrepreneurs.
These industries are particularly important for youth employment and inclusive participation, offering opportunities for individuals whose talents lie in creativity, performance, and cultural production. Globally, creative industries are recognised for generating employment opportunities for women and young people at higher rates than many traditional sectors, making them an important pathway for economic inclusion.
In addition to employment, the sector also contributes to poverty reduction. Household income generated through the CCI&S sector reached approximately R244 billion in 2023, with an estimated R45 billion flowing to low-income households, underscoring the sector’s role in supporting livelihoods and community development.
The report identifies several domains within the sector that are driving economic performance.
Audio-Visual and Interactive Media, Design and Creative Services, and Sports and Recreation are among the largest contributors to GDP within the sector. These domains benefit significantly from technological innovation, digital platforms, and expanding consumer demand.
Digital technologies in particular have transformed the creative economy. Streaming platforms, social media, and digital distribution channels have enabled South African music, film, and visual content to reach global audiences. Genres such as Amapiano, for example, have achieved international recognition through digital platforms, illustrating how technology can amplify the global reach of local culture.
Sports have also emerged as a strong growth area, supported by broadcasting, sponsorship, and the broader ecosystem of sports tourism and events.
The economic contribution of the cultural and creative sector is not evenly distributed across the country. The report shows that Gauteng, the Western Cape, and KwaZulu-Natal together account for more than 70% of the sector’s total GDP contribution.
Gauteng alone contributes approximately 42% of the national CCI&S GDP, reflecting the concentration of creative enterprises, media houses, sports organisations, and cultural infrastructure within metropolitan hubs such as Johannesburg and Tshwane.
At the city level, Johannesburg, Cape Town, eThekwini and Tshwane serve as the country’s primary creative and sports economy centres. These metropolitan areas host key production facilities, cultural institutions, digital media firms, and major sporting events that anchor the sector’s growth.
However, smaller provinces also play an important role by supporting cultural heritage, craft industries, and local creative ecosystems that contribute to regional development.
Two global megatrends are transforming the CCI&S sector: digitalisation and sustainability.
Artificial intelligence (AI) and digital tools are changing how creative content is produced, distributed, and consumed. AI is already being used in areas such as music production, digital design, sports analytics, and film editing, reducing production costs while enabling new forms of creativity and storytelling.
At the same time, sustainability is becoming a growing priority. The creative industries are increasingly adopting environmentally responsible practices such as green film production, eco-friendly events, and sustainable fashion design. Artists and cultural practitioners are also using their platforms to raise awareness about climate change and environmental stewardship.
However, challenges remain. Digital inequality continues to limit access for creatives in rural areas who lack reliable connectivity and digital infrastructure. Addressing these gaps will be essential for ensuring that the sector’s growth is inclusive.
The report highlights several priorities for policymakers and stakeholders seeking to strengthen the sector.
First, investment in digital infrastructure and skills development is critical to enable creatives across the country to participate fully in the digital economy.
Second, support for sustainable creative production can help reduce the environmental footprint of cultural events, fashion, film, and sports industries while opening new markets for green innovation.
Third, stronger public-private partnerships will be needed to unlock financing, scale creative enterprises, and build globally competitive creative industries.
Finally, targeted support for regional creative hubs and cultural infrastructure can help ensure that the benefits of the sector extend beyond major metropolitan centres.
South Africa’s cultural, creative and sports industries occupy a unique position at the intersection of culture, innovation, and economic development. As the 2025 Capstone Report demonstrates, these sectors are already making a substantial contribution to GDP, employment, and social inclusion.
With the right policies, investments, and partnerships, the CCI&S sector has the potential to become an even more powerful driver of economic growth, cultural expression, and international competitiveness.
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