Potential of SA animation industry assessed

Genesis was commissioned by the Department of Trade and Industry (dtic) to conduct a study on the economic feasibility of a Film Animation Master Plan for South Africa. The aim of this plan was to support the development of the local animation sector, which has been steadily growing in recent years.

The South African sector, while still in its early stages compared to more established animation industries, has seen a rise in the production of animated content and a growing recognition of its potential as a creative sector. This growth has been fuelled by a combination of local talent, emerging studios and government support.

The study analysed demand and supply-side factors affecting the industry to assess the sector’s potential for sustainable growth and job creation. The goal was to determine if the sector can attract investment, generate revenue and sustain itself financially in the long run.

A set of five criteria was established to determine the economic feasibility of the animation sector: market demand, supply capacity, competitiveness, sustainability and inclusivity. A PESTLE (Political, Economic, Social, Technological, Legal and Environmental) analysis was used to evaluate the extent to which these criteria were met. This analysis considered various dimensions that could impact feasibility, such as political dynamics, social landscape, policies, available technologies and the environmental context.

Data was collected by conducting stakeholder consultations and supplemented by a desktop review of the animation industry in general and the South African animation sector in particular.

Through this study, the Genesis team established the feasibility of a master plan for the sector, and established concrete short-term and long-term steps that could be taken by the dtic in order to contribute towards transformative and inclusive growth in the sector.