Canon’s Head of B2C for Central and North Africa Rashad Ghani
Japanese imaging company Canon is shifting its business focus in Kenya, eyeing a piece of the country’s Sh27.61 billion content creation market.
In what is a major shift in its Africa strategy, the firm is pivoting from its traditional still-imaging dominance to a video-first focus, using Kenya as the launchpad.
In an interview with the Star during a Nairobi showcase, Canon executives said the move is driven by the explosive growth of content creation across East Africa, rising mobile penetration and the rapid shift of creators toward video-led storytelling.
The company is now positioning itself not just as a camera manufacturer, but as a partner and educator for Africa’s creative economy.
“Right now, about 70 per cent of advertising is done in video format, East Africa has one of the highest mobile penetrations, which means video creation is booming. Kenya became the natural place to start,” said Canon’s Head of B2C for Central and North Africa Rashad Ghani
The East African region is emerging as one of the most vibrant content creation hubs on the continent.
According to public policy think tank KIPPRA, digital content creation plays a significant role in job creation for the Kenyan youth, with around 15 per cent of those engaged in digital content creation considering it their primary income source.
The sector earnings coming from advertisements, sponsorships and product placements on platforms such as YouTube and TikTok.
The key sectors include entertainment, education, influencer marketing, and freelance services.
The line between users and content creators is often blurred as users increasingly engage in content creation and distribution.
A 2022 Geopoll survey indicated that 27 per cent of young Kenyans have engaged in digital content creation.
The digital content space has a low entry barrier compared to traditional employment, as anyone can participate from anywhere with basic tools, often just a smartphone.
Canon acknowledged that while it has long been synonymous with photography, it intends to grow its reputation in videography, a segment currently dominated by rival brands.
“Canon has always been known for still photography. But content creators today are video-first. We have the capability, we have the technology, and we are now pushing products designed specifically for video creators,” added Ghani.
