Currently valued at approximately $31.2 million, Nigeria’s creator economy is poised to evolve into a multibillion-dollar powerhouse by the end of this decade, according to a recent comprehensive study.
The Nigeria Creator Economy Report (NCER) 2025, crafted through a partnership involving the Federal Ministry of Art, Culture, Tourism, and the Creative Economy (FMACTCE), the National Council for Arts and Culture (NCAC), TM Global, and Communiqué-a media and intelligence firm led by creators-offers an in-depth analysis of how creators, digital platforms, and policy frameworks are transforming Africa’s largest cultural epicenter.
This report underscores the transformative impact of Nigeria’s creative sectors on both its economy and cultural identity. In 2024 alone, the music industry disbursed ₦58 billion ($38.67 million) in royalties to artists, while the fashion industry expanded to a robust $4.7 billion market.
Globally, Spotify funneled ₦58 billion ($38.67 million) to Nigerian musicians, driven by over 30 billion streams of Afrobeats worldwide. Meanwhile, YouTube AdSense contributed $10 million to local content creators. Instagram remains the leading revenue channel for creators, representing 45% of reported income, whereas TikTok has broadened creator participation, boasting over 6.3 million Nigerian users on its platform.
Despite these impressive figures, earnings remain unevenly distributed: 56% of creators earn less than $100 monthly, while a mere 3% surpass $5,000. Nevertheless, Nigerian creators are gaining international prominence, exemplified by Don Jazzy’s $200 million Mavin Records deal with Universal Music Group, Funke Akindele’s ₦4.7 billion ($3.13 million) box office success, and Mark Angel Comedy’s significant YouTube subscriber milestones.
Obi Asika, Director-General of NCAC, remarked, “This report captures the vibrancy of a generation whose content not only defines culture but also influences global perceptions and generates wealth. It equips policymakers, investors, and the public with essential insights to engage with this ecosystem as a foundational pillar of Nigeria’s economic future rather than a fleeting trend.”
Hanatu Musa Musawa, Minister of FMACTCE, emphasized the critical role of data in shaping effective policies, highlighting the D30 Data Platform launched last year as an open-source repository for cultural and creative sector analytics. “Progress is unattainable without data; it is essential for identifying challenges and scaling opportunities,” she stated.
Looking forward, the report identifies four pivotal drivers set to influence Nigeria’s creator economy over the next five years: increased capital infusion and professionalization, enhanced policy frameworks, global talent integration, and the adoption of advanced technologies including artificial intelligence. It anticipates growing investor confidence as creators embrace startup-like business models, diversify income sources, and demand greater transparency.
Government initiatives such as the Creative Economy Development Fund (CEDF) and the Creative Leap Acceleration Programme (CLAP) are expected to facilitate improved access to funding. Meanwhile, cultural exports like Afrobeats, Nollywood films, and Nigerian visual arts are projected to continue shaping global trends. Concurrently, AI technologies will revolutionize content production, workflows, and intellectual property management, presenting both opportunities and challenges for stakeholders.
For creators, the report advocates scaling operations, integrating AI-driven tools, and forming strategic partnerships to reduce costs and amplify reach. Policymakers are urged to formalize the creative sector within national development plans, invest in creative infrastructure, and establish clear regulations governing intellectual property and AI usage.
David I. Adeleke, founder and CEO of Communiqué, summarized, “Our findings reveal a nation at a pivotal intersection of cultural influence and economic resurgence. Nigerian creative talent has already captured global attention.”
With the creative sector currently valued at $31.2 million but with potential to soar into the billions, the report sends a clear message: Nigeria’s creators are at the forefront of Africa’s digital economy. The coming five years will be critical in aligning talent, policy, and investment to fully unlock this vast potential.
*Exchange rate applied: ₦1,500 to $1
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