The landscape of Nigeria’s digital content creation is rapidly evolving, yet many creators find themselves grappling with significant financial hurdles. As the industry grows, driven by influential figures like comedian Broda Shaggi, the challenges of monetisation are prompting calls for enhanced government support and innovative tax policies.
A Day in the Life of Broda Shaggi
On a sweltering afternoon in Lagos, the bustling atmosphere of a comedy skit shoot is palpable. Amidst a flurry of activity—lighting technicians adjusting equipment, a sound engineer fine-tuning audio, and creators capturing candid behind-the-scenes moments—Broda Shaggi, born Samuel Animashaun Perry, takes centre stage. With a commanding presence, he directs his crew, rehearses lines, and delivers his trademark humorous performances.
Olufemi Oguntamu, CEO of Penzaarville Africa, a media agency managing Shaggi’s career, emphasises the dedication behind the scenes. “He approaches each skit as if it were a film,” Oguntamu explains. “With the use of drones and professional cameras, it’s serious business. Many underestimate the effort required to produce fresh content daily.”
The Creator Economy: A Mixed Bag of Successes and Struggles
Broda Shaggi’s rise began at the University of Lagos, where he initially shared skits on social media. Today, he boasts an impressive following of 11.9 million on Instagram and has expanded his repertoire to include music, film, and television. He stands as a beacon within Nigeria’s burgeoning ecosystem of digital content creators, which encompasses skit-makers, YouTubers, TikTok stars, and podcasters, all working to build audiences both locally and in the diaspora.
However, the broader creator economy in Nigeria faces stark challenges. The 2026 Africa Creator Economy Report reveals a sector valued at $3.1 billion, projected to reach $17.8 billion by 2030. Yet, many influencers report that their popularity has not translated into financial stability. Alarmingly, over half of Africa’s content creators earn less than $100 monthly, with many depending on family support and brand partnerships to survive.
David Adeleke, CEO of the newsletter Communique, highlights systemic issues surrounding finance availability for digital creators in Nigeria. “Public capital is virtually non-existent for these creators,” he notes. “Most funding goes towards traditional filmmakers and physical infrastructure projects.”
A Call for Policy Change
As the Nigerian government looks to diversify its oil-dependent economy, the potential of the creative sector has not gone unnoticed. However, there is currently no specific tax structure for content creators. Those earning above 50 million naira (approximately £27,360) face tax rates of up to 25% under existing regulations.
At the recent African Creators Summit in January, thousands of creators gathered to advocate for supportive policies and a more conducive regulatory environment. Discussions centred around the urgent need for streamlined bureaucracy and updated legislation governing the sector, as well as concerns over potential government censorship masked as efforts against misinformation.
“Government engagement is crucial,” says Baba Agba, an adviser at the Ministry of Art, Culture, Tourism, and Creative Economy. “The sector must unify and communicate its needs clearly to be taken seriously.” Oguntamu concurs, stressing the need for a singular voice to represent the interests of creators.
Addressing Intellectual Property and Technological Challenges
Beyond financial difficulties, creators face threats to their intellectual property and the rise of AI-generated content. Experts argue that improved coordination between regulators and global tech firms is essential to protect the rights of creators. While officials express a willingness to collaborate, the fragmented nature of creator unions complicates these discussions.
For Oguntamu, the priorities for productive dialogue with the government should include fostering an “enabling environment,” particularly by reducing internet data costs. He observes that many successful creators are now limited to producing content in controlled environments, fearing harassment from the public during outdoor shoots.
Why it Matters
The challenges facing Nigeria’s content creators highlight a broader issue within the global digital economy—one that intertwines creativity with financial viability. While figures like Broda Shaggi thrive, the majority of creators are left navigating a landscape fraught with barriers. Addressing these structural issues is not only vital for the individuals involved but also for the potential of Nigeria’s creative sector to contribute significantly to the nation’s economy in the coming years. The success of this burgeoning industry hinges on the government’s ability to implement supportive policies that empower creators, fostering an environment where creativity can flourish into sustainable livelihoods.