…Viewers reduce appetite for video content
…Creators lament traffic slump
…Nigerians now economical with data
The content creation industry in Nigeria has seen an unprecedented boom in recent years, fueled by increased access to smartphones, the internet, growing youth population and social media platforms.
As of 2024, 58 million Nigerians (29% of the population) were mobile internet users, contributing to the global total of 4.7 billion (58% of the world’s population). Monthly data consumption rose 93.35%, from 517,670.15 TB in January 2023 to 1,000,930.6 TB in January 2025, according to the Nigerian Communications Commission.
From skit makers to educational influencers, a growing number of Nigerians have built livelihoods through online content. However, the recent hike in telecom data tariffs has cast a shadow over the industry, threatening the revenue and reach of digital creators.
A BusinessDay price analysis shows that the average cost of 1GB across MTN Nigeria, Airtel Nigeria, Globacom, and 9mobile has risen by 65.22%, from N287.5 to N475, based on their published rates.
Content creation industry threatened
Before the surge in data costs, millions of Nigerians turned to digital platforms like Instagram, TikTok, and YouTube for entertainment, education, and information. This demand created an ecosystem where content creators thrived through monetisation, brand partnerships, and influencer marketing.
But with telecom providers significantly increasing the price of internet subscriptions, many Nigerians are reconsidering their internet consumption habits, leading to a sharp decline in online content viewership.
“I used to get an average of 10,000 views on my YouTube channel weekly, but now, I barely reach 4000,” lamented Adeola Abiodun, a Lagos-based YouTuber. “People keep telling me they don’t have enough data to watch, and some even request I make my videos shorter.”
Nigerians reducing appetite for video content
The high cost of living has already stretched Nigerians financially, and expensive data bundles have forced many to rethink their online consumption habits. Many now prioritise essential browsing over video content, a shift that is significantly affecting content consumption patterns.
“I used to stream live podcasts on Instagram and YouTube, but now I can’t afford to waste my data like that,” said a student at the University of Lagos who spoke anonymously. “I now fast-forward videos to the most important parts.”
With rising data costs, Nigerians are becoming ‘stingy’ with their usage. Many who once shared their hotspots with family and friends have stopped.
“I used to leave my hotspot on for my siblings, but now I can’t afford it,” said Tunde, a Lagos-based student. “Everyone has to manage their own data now.”
Similarly, business owners who leveraged social media videos to promote their products are feeling the heat. “Traffic to my Instagram and YouTube business pages has dropped. I strongly believe that it is due to the data price hike,” noted Nike Olakunle, a fashion designer.
For many digital entrepreneurs, content creation is a full-time job that sustains them financially. Monetisation on platforms like YouTube and Facebook depends on watch time and engagement, both of which might be negatively impacted by the data price hike.
“Ad revenue has dropped,” said Abiodun, earlier quoted. “Since fewer people are watching, I earn less.”
To adapt, some creators are exploring alternative strategies, such as compressing videos to shorter minutes.
Many subscribers have also expressed frustration over poor internet connectivity despite the rising costs. They expect service quality to match the price increase.
“The price hike isn’t my biggest issue, it’s the poor connection,” said Idris Adeyemi, a freelance content writer. “I thought service would improve after the increase, but that hasn’t happened.”
Nigerians have urged the government and telecom regulators to intervene by encouraging competitive pricing and supporting policies that make data more affordable. Without such measures, Nigeria’s digital economy, which has provided jobs and opportunities for thousands, may face stagnation.
As Nigeria continues its journey toward a digital future, the battle between affordability and accessibility remains a pressing concern. If data costs remain prohibitive, the vibrant ecosystem of Nigerian content creators may shrink, taking with it the opportunities and entertainment it once offered millions. (BusinessDay)
