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Nigeria’s content creation ecosystem is witnessing rapid growth, yet many creators face significant hurdles in transforming their digital fame into sustainable income. As the industry expands, calls for government support and new policies are intensifying.
A Vibrant Scene in Lagos
On a warm afternoon in Lagos, the atmosphere buzzes with creativity and ambition. A bustling set, resembling a mini film production, comes alive as Broda Shaggi, a prominent Nigerian comedian and actor, directs a new comedy skit. With his infectious energy, Shaggi oversees a diverse crew, including lighting technicians, a sound engineer, and a makeup artist, all working diligently to bring his comedic vision to life.
Samuel Animashaun Perry, known to millions as Broda Shaggi, is not just another social media influencer; he represents the forefront of Nigeria’s digital entertainment revolution. His journey began at the University of Lagos, where he initially shared his comedic skits online. Today, he boasts an impressive 11.9 million followers on Instagram and has successfully ventured into music and film, solidifying his status as a multi-talented artist.
The Economic Landscape for Creators
According to the 2026 Africa Creator Economy Report, the content creation sector in Africa is valued at $3.1 billion (£2.3 billion) and is projected to skyrocket to $17.8 billion by 2030. Nigeria plays a pivotal role in this growth, yet many local influencers find that their online success does not equate to financial stability.
A staggering reality emerges: over half of Africa’s creators earn less than $100 per month. The decline in advertising revenue from major platforms exacerbates the situation, leading many to rely on alternative income sources such as brand partnerships and support from family and friends. David Adeleke, CEO of the newsletter Communique, highlights the challenges, noting that public funding for digital creators is virtually non-existent in Nigeria. “A lot of the public capital that we find goes to filmmakers and infrastructure players, people building physical spaces,” he explains.
The Call for Support and Policy Change
Amidst the struggle for monetisation, Nigerian creators are advocating for supportive policies akin to the UAE’s renewable 10-year golden visa, which allows creators to thrive without the burden of taxes. “We need policies that specifically focus on encouraging international companies to come into Nigeria to enable local creators to monetise their content globally,” Adeleke asserts.
In Kenya, a similar movement is gaining traction, with creators pushing for their government to allocate a portion of digital advertising budgets to support local content creators. Meanwhile, the Nigerian government is exploring the potential of the creative economy to diversify its oil-dependent revenue streams. Although there is no specific tax for creators, freelancers earning over 50 million naira (£27,360) face tax rates as high as 25%.
The third African Creators Summit held in Lagos brought together thousands of content creators, including international attendees. The event served as a platform for discussing the need for government initiatives that promote the industry’s growth rather than impose additional taxation. Key speakers emphasised the importance of removing bureaucratic obstacles and updating regulations that govern the sector.
Protecting Intellectual Property and Fostering Unity
Beyond financial challenges, content creators in Nigeria grapple with issues such as intellectual property theft and the growing threat of AI cloning. Experts stress the necessity for collaboration between regulators and global tech companies to safeguard creators’ rights. Government officials have expressed willingness to engage with industry stakeholders, yet uncertainty remains regarding representation due to the multitude of creator unions.
Baba Agba, an adviser with the Ministry of Art, Culture, Tourism, and Creative Economy, stated at the summit, “The sector needs to come together and say, this is what we want … and they need to want to work with us, too.” Olufemi Oguntamu, CEO of Penzaarville Africa, echoed this sentiment, pointing out that fragmented representation undermines the creators’ influence in policy discussions. “We need to present a unified voice to be taken seriously by the government,” he insists.
Why it Matters
The rapid growth of Nigeria’s content creation industry signifies not only a cultural shift but also a potential economic boon for the nation. However, without strategic support from the government and a cohesive approach among creators, the promise of this burgeoning sector may remain unfulfilled. Addressing the financial and operational challenges faced by content creators is crucial for fostering a vibrant and sustainable digital economy that can compete on a global scale. As the world increasingly turns to digital platforms for entertainment, Nigeria’s ability to support and nurture its creative talents will determine its place in the international arena.