Nigeria’s creator economy is booming, now valued at over $31 million, evolving from a youth-driven side hustle into a key driver of jobs and digital innovation. In 2024, Nigerian YouTube channels amassed 20 billion views, generating about $10 million in revenue, while Spotify paid local artists $37 million more than double the year before. Today, the sector ranks as Nigeria’s third-largest entertainment industry alongside Nollywood and Afrobeats. Projections suggest the broader creative economy could be worth nearly $15 billion by 2025, supporting over four million jobs.
Yet, behind the growth, stark challenges persist. More than half of Nigerian creators earn under $100 a month, while only a small fraction make above $5,000. Poor internet infrastructure and low advertising rates continue to stifle progress.
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Speaking on the state of the ecosystem, CEO of Communique, David Adeleke emphasized the need for a mindset shift. “It’s good to see the activity in the market, but it’s also a pointer to how much further we still have to go. Creators must move from seeing themselves as side hustlers to building real businesses,” he said.
Reports show that platforms like Sela disbursed ₦9.88 billion to Nigerian creators in 2024, proof of strong local activity. However, Adeleke stressed that policy and infrastructure gaps remain pressing. “Why are creators producing content and not being able to monetise it? That’s a policy question, and why we partnered with the National Council of Arts and Culture to publish this report,” he explained.
On trends shaping the industry, Adeleke identified three: the growth of digital products, greater participation from local organizations such as telcos offering creator-friendly data bundles, and the rise of artificial intelligence in content creation. While AI is lowering costs and expanding possibilities, it is also flooding the market making quality and uniqueness more important than ever.
Adeleke further highlighted the role of investment: “If Nigerian investors don’t step up, foreign investors already see the opportunity. We need more intellectually stimulating conversations locally and more commitment to treating this as a business.”
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Despite hurdles, Nigeria remains at the heart of Africa’s cultural revolution. “Nigeria is the main character, whether or not people want to admit it. There is a lot of opportunity for us to move from where we are to where we should be,” Adeleke noted.
As the ecosystem grows, the future will depend on policy support, infrastructure, and a business-driven approach from creators. The message is clear: consistency, quality, and a global outlook are key to turning Nigeria’s creative passion into sustainable prosperity.
