The landscape for content creators in Nigeria is rapidly evolving, with social media skit-makers and digital influencers striving to carve out sustainable livelihoods in a vibrant but challenging environment. While the sector shows promising growth, many creators are struggling financially, prompting calls for greater government support and more robust monetisation strategies.
The Rise of Broda Shaggi and the Comedy Scene
On a sweltering afternoon in Lagos, the atmosphere on a bustling set mirrors that of a small film production, with a flurry of activity surrounding Broda Shaggi, the popular comedian and actor, born Samuel Animashaun Perry. He directs a team of lighting technicians, sound engineers, and makeup artists as he prepares to shoot his latest comedy skit.
According to Olufemi Oguntamu, CEO of Penzaarville Africa, the media agency managing Shaggi, the meticulous approach is essential. “He shoots as if he’s making a movie,” Oguntamu said. “From hiring buses for crew transport to employing drones and high-end cameras, it’s a serious venture. The challenge lies in consistently producing fresh content.”
Broda Shaggi’s journey began at the University of Lagos, where he first uploaded comedic sketches online. His popularity has since soared, with an impressive 11.9 million Instagram followers and a foray into music and film. He stands as a leading figure within Nigeria’s burgeoning community of digital creators, which spans skit-makers, YouTubers, podcasters, and streamers, all striving to build substantial audiences both locally and in the diaspora.
Financial Challenges in the Creator Economy
The recently published 2026 Africa Creator Economy Report values the sector at approximately $3.1 billion (£2.3 billion), with projections suggesting it could grow to $17.8 billion by 2030. However, the reality for many creators in Nigeria is stark. A significant number report earning less than $100 a month, reflecting the difficulties of monetising content in a market where advertising revenue is limited compared to other regions.
David Adeleke, CEO of the newsletter Communique and co-author of the aforementioned report, highlighted the scarcity of public funding for digital creators in Nigeria. “Public capital for digital creators is virtually nonexistent,” he stated. “Much of it is directed towards traditional filmmakers and those developing physical infrastructures.”
Adeleke advocates for innovative policies, akin to the UAE’s renewable 10-year golden visa, which would allow creators to work and reside without the burden of taxes. “The crux of the issue is the lack of monetisation systems. We need incentives that attract international companies to Nigeria, facilitating local creators’ ability to monetise their content on a global scale.”
Advocating for Support and Policy Change
In Kenya, some creators are lobbying their government to allocate at least 10% of digital advertising budgets to support local talent. Meanwhile, Nigerian officials are keen to harness the potential of the creative economy as a means to diversify the nation’s oil-dependent revenue streams. Although there is no specific tax for creators, those earning over 50 million naira (£27,360) annually face taxes up to 25%, categorised under freelancers and remote workers.
At the recent African Creators Summit, which drew thousands to Lagos, speakers emphasised the need for government support. They called for the dismantling of bureaucratic barriers and an overhaul of existing regulations impacting the sector. Concerns were also raised about potential government censorship disguised as efforts to combat misinformation.
Rofhiwa Maneta, a strategic partner manager at Meta, remarked on the importance of a collaborative approach between regulators and content platforms to protect creators from intellectual property theft and AI cloning. Baba Agba, an adviser in Nigeria’s ministry of art and culture, echoed this sentiment, noting the need for a united voice among creators to effectively engage with the government.
The Path Forward for Creators
Oguntamu believes that establishing a cohesive creator community is vital. “Currently, there are numerous unions, but none with significant influence. This fragmentation makes it challenging for the government to take us seriously,” he explained. He emphasised the necessity of creating an “enabling environment,” which includes lowering internet data costs to foster growth.
The challenges faced by Nigerian creators extend beyond mere financial instability. Many resort to producing content in controlled environments due to safety concerns when filming in public spaces. The disparity between shooting in Nigeria and abroad is stark, with creators often facing harassment or unwanted attention in their home country.
Why it Matters
The burgeoning creator economy in Nigeria presents immense potential for economic diversification and youth employment. However, without adequate support from the government and the establishment of effective monetisation systems, many talented individuals may continue to struggle. Investing in this sector could not only elevate Nigeria’s cultural influence but also stimulate broader economic growth in a country seeking to pivot away from oil dependency.