economy
March 15, 2026
Nigeria’s online content creator market has boomed. Can the skit-makers and streamers make it pay?
As platforms make less from advertising, creators are struggling to monetise work – leading to calls for more government investment and tax breaks
TL;DR
- Nigeria's creator economy is booming, with projections indicating significant growth by 2030.
- Many African creators struggle financially, earning less than $100 per month.
- Challenges include low platform advertising revenue, unstable power supply, and lack of access to funding.
- Experts suggest policy changes like tax incentives and support for international monetization to improve creator income.
- The Nigerian government views the creative economy as a way to diversify oil-dependent revenue, with existing tax brackets for high earners.
- Creators are calling for more supportive government policies, deregulation, and protection against intellectual property theft and AI cloning.
- A unified voice among creator unions is seen as crucial for effective government engagement and recognition.
- Reducing internet data costs and creating an enabling environment are highlighted as key factors for creator success.
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