Carterefe

Digital Powerhouse: Carter Efe (Multi-Platform Media Asset)

Stage Name: Carter Efe (Machala)

Primary Platforms: Twitch, Instagram, TikTok, and YouTube

Audience Demographic: Gen Z, Millennials, Gaming Communities, and the Afrobeats Global Fanbase.

The Evolution of Africa’s Top Streamer

Oderhohwo Joseph Efe, popularly known as Carter Efe, has redefined the African “attention economy.” Originally rising to fame through viral comedy skits and his chart-topping hit single “Machala,” he has transitioned into the continent’s most successful live-streamer. His ability to blend music, comedy, and raw celebrity interactions makes him a high-value asset for brands seeking authentic, real-time engagement.

Why Brands Partner with Carter Efe:

• Record-Breaking Reach: In late 2025, Carter Efe made history by hosting the most-watched Twitch livestream in African history with 83,000 concurrent viewers. This level of live engagement is a “bottleneck” for consumer attention that traditional TV cannot match.
• The “Bridge” Influencer: He serves as the primary link between the music industry (Afrobeats) and the digital streaming world. His collaborations with global stars like Davido and DDG ensure that any brand associated with him gains international visibility.
• High Retention Community: Unlike static influencers, Carter’s audience spends hours watching his live content. This provides a deep “dwell time” for product placements, shout-outs, and brand integrations.
• Cultural Authority: Known as the face of the “Wizkid FC” movement and a pioneer in African live-streaming, his endorsement carries significant weight among the youth population.

Current Verified Metrics (February 2026):

• Instagram (@carterefe): Over 4.2 Million Followers. This is his hub for lifestyle content and high-impact visual campaigns.
• TikTok (@carterefe): Over 2.8 Million Followers. His viral challenges and short-form skits consistently dominate the Nigerian “For You” page.
• Twitch (carterefe): Over 590,000 Followers. He is the first African creator to surpass 500k followers and 20,000 paid subscribers on this platform.
• YouTube (YD Wonders Ent): Over 348,000 Subscribers. This channel captures the long-tail search traffic for his most iconic viral moments.

Ideal Campaign Verticals:

• Gaming and Tech: Hardware, mobile devices, and internet service providers (ISPs).
• FinTech and Betting: Apps requiring high-trust peer-to-peer recommendations.
• Beverages and Lifestyle: Fast-moving consumer goods that thrive on high-energy, youth-oriented marketing.