South African TikTok Creators Demand Answers As Millions Of Views Bring Platform Billions of Rands, But Creators Remain Locked Out Of Direct Content Monetization

South African @tiktok_us creators are questioning why they remain excluded from TikTok’s direct view-based Creator Rewards Programme despite producing content that attracts millions of views and significant engagement. The programme is available in a limited number of markets. South Africa remains outside it, while the other countries such as Philippines, Malaysia, Singapore, Thailand and Vietnam have access to direct creator monetisation features.

Creators argue the platform benefits commercially from local audiences through advertising, LIVE gifts and other in-app activities. Those driving the engagement do not receive the same automated view-based payments available in selected international markets. Industry estimates circulating in South Africa suggest TikTok-related advertising, commercial activity and in-app spending could generate as much as R2.5 billion, or about US$140 million, annually.

Communications and Digital Technologies Minister Solly Malatsi has described the absence of local creator monetisation as an issue of economic fairness. He argued that African creators produce content capable of reaching global audiences but are not receiving equivalent financial value from the platform. Creators have called for greater transparency and a system that recognises their economic contribution.

Some have backed boycott calls and campaigns demanding change. Others are encouraging creators to diversify onto platforms such as YouTube and Meta, where additional monetisation opportunities are available. For South Africa’s rapidly growing creator economy, the debate over content monetisation is becoming bigger than TikTok itself.