The Nigerian creator economy is on its way to global relevance
A booming creator economy

"Ask a kid today in the US what they want to be when they grow up. No longer is musician or athlete the top answer. It's a YouTuber—an answer 3x more popular than astronaut." - Forbes, 2020

If you’ve used any social media sites in the last few years, you’ve likely come across the term ‘content creator’ quite a few times. Many of us that have heard of this are probably used to thinking of creators as the influencers we see selling us their lifestyle, products, and even courses. However, this is just the surface. There’s a whole ecosystem comprising the creators themselves, the platforms they’re native to, brands aligning with them, and solutions that help them optimise ‘content creation’ as their careers. This has become known as the ‘creator economy’.


Key Takeaways

  • The creator economy is a global phenomenon, raising over $1 billion in 2021 and growing to be worth over $100 billion this year.

  • It has provided an avenue for millions to earn a living over the internet. With the main access point being a mobile phone, Nigerians have opportunities to benefit and earn a living.

  • With more Nigerians coming online every year and spending money online, it’s becoming increasingly feasible for creators in the county to leverage this attention and turn it into income.


The opportunities available in the creator economy are growing rapidly, with more platforms offering new creative avenues

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Abieyuwa Obaseki

Abieyuwa Obaseki

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