The number of Nigerian YouTube channels earning between $6,000 and $66,000 annually surged by 100 percent in 2024, according to new insights released by YouTube.
The platform reported that channels within this revenue bracket, representing earnings between ₦10 million and ₦100 million, have doubled year-on-year.
This it said was driven by increasing watch time, rising subscriber counts and expanding local internet access.
Though YouTube withheld specific channel names and figures, the data points to the growing viability of content creation as a sustainable income source for Nigerians.
Over 100 Nigerian YouTube channels now have more than one million subscribers — a 60 percent increase compared to 2023.
Similarly, more than 1,500 Nigerian channels boast over 100,000 subscribers, while over 10,000 channels have exceeded the 10,000-subscriber threshold, representing 45 percent growth in both categories.
This momentum aligns with Nigeria’s massive data consumption surge, which rose by 699.79 percent from 125,149.86 terabytes (TB) in December 2019 to 1,000,930.60 TB in January 2025, according to the Nigerian Communications Commission (NCC).
Video streaming has been a primary driver, contributing significantly to this growth.
Karl Toriola, CEO of MTN Nigeria, commented on the trend, saying, “Social media and streaming content have been crucial in driving data consumption.”
MTN currently serves over 87.5 million subscribers, many of whom actively use mobile internet services for video and entertainment.
Nigeria’s young population continues to fuel demand across various content genres, including Nollywood, music, comedy skits, and religious programming.
YouTube remains the dominant platform with watch time in Nigeria increasing by more than 50 percent over the last year.
More than 30 million Nigerians aged 18 and above are active on the platform, including over 11 million users between the ages of 18 and 29.
Notably, over 1.8 million Nigerians now stream YouTube through connected TVs, a trend that has contributed to stronger subscription growth for monetized channels.
YouTube confirmed that more than 70 percent of watch time for Nigerian-produced content still comes from international audiences, slightly down from 75 percent in 2021 — signaling a rise in domestic engagement as well.
The monetization potential has led to the emergence of full-time digital creators across the country.
According to a recent YouTube survey, 27 percent of Nigerian creators now employ at least one staff member to support channel management, editing, or content production — further establishing content creation as a viable economic contributor.
Christian Kedibe, a Nigerian YouTuber, said his channel, which has generated over ₦23 million in total, saw a one-third earnings boost in just the first quarter of 2024 alone.
“It’s clear people are watching more than ever,” he said, “and creators are learning how to better serve their audience.”
As smartphone adoption continues to expand and internet infrastructure improves, analysts expect Nigeria’s creator economy to maintain strong momentum.
The GSMA, a global telecom body, noted that internet penetration in Nigeria now exceeds the regional average, with mobile internet reaching over 58 million users, or roughly 29 percent of the population.
Among this group, 85 percent use the internet for video calls, 75 percent for online videos, and 54 percent for streaming music.
With digital platforms like YouTube becoming central to Nigeria’s entertainment and economic landscape, monetized content creation is poised to play a greater role in the country’s tech-driven future.
