From the first historic raising of the Nigerian flag over the free, independent nation on 1 October 1960, television, newspapers, and radio witnessed a profound transformation, embracing the digital age with open arms. Mobile phones have emerged as the dominant medium for accessing news and entertainment, with both men and women turning to social media platforms like WhatsApp and Facebook as primary sources of information and connection.
“The modern Nigerian media landscape is a testament to the country’s adaptability and thirst for information,” observes Stanislaus Martins, Aleph Group’s Managing Director for West Africa. “Recently we’ve seen a seismic shift towards digital platforms, particularly among the younger generation.”
Spotify lists Nigeria as the continent’s second biggest consumer of podcasts – with market growth above 200% year-on-year.
Gen Z and Millennials are increasingly using on-demand streaming for their news coverage, making up 60% of the total podcast audience.
With over half of Nigeria’s population under the age of 25, social media and streaming are becoming the dominant forms of media.
Data from Aleph Holdings’ Media Essentials study, based on responses from 23,400 people, shows the depth of this digital revolution.
The gender divide
According to Aleph’s data on the Nigerian market, while both genders actively engage with digital platforms, there are subtle differences in their consumption patterns.
The growth of large format video streaming like YouTube and live sports among men shows a tendency to view media on larger screens, while women prefer more intimate consumption on mobile phones.
This divergence highlights the evolving role of media in shaping gendered experiences and perspectives where women are becoming the early adopter pioneers.
“The digital age has empowered women to carve out their own spaces for expression and engagement,” notes Martins.
“Platforms like Pinterest and Facebook communities offer a creative outlet and a sense of community, particularly resonating with female audiences.”
Parallel freedom
The independence of the 1960s marked the dawn of television, followed by the expansion of radio networks and the proliferation of newspapers.
In the late 20th century, the liberalisation of the broadcast industry paved the way for privatisation, while the 21st century ushered in the internet era, revolutionising communication and information dissemination.
Social media platforms, online news portals, podcasts and blogs have now gained prominence as sources of information.
“Nigeria’s media landscape is a dynamic and ever-evolving ecosystem,” Martins adds.
“As technology continues to advance and consumer behaviour shifts, we can anticipate further transformations in the way Nigerians consume and interact with media.”
Media evolution
Nigeria’s media evolution mirrors the nation’s steadfastness, adaptability, and unyielding spirit.
As the country commemorates another year of independence, it is evident that the media will continue to play a crucial role in shaping its future.
Reports like Media Essentials by Aleph offers valuable insights into media consumption trends in emerging markets and illuminate the shifting media landscape in Nigeria and other significant regions.