Since October 1, 1960, when the historic Nigerian flag was hoisted for the first time in a free and independent nation, television, newspapers and radio have witnessed a major transformation as they embrace the digital age with open arms.
Mobile phones have emerged as the primary medium for accessing news and entertainment, with both men and women turning to social media platforms like WhatsApp and Facebook as their primary source of information and connection.
“Nigeria’s modern media environment is a testament to the country’s adaptability and thirst for information,” says Stanislaus Martins, Managing Director, West Africa, Aleph Group. “Recently, we have seen a dramatic shift towards digital platforms, especially among the younger generation.”
Spotify ranks Nigeria as the second largest consumer of podcasts on the African continent, with market growth of over 200% year-on-year.
Gen Z and Millennials are increasingly using on-demand streaming for news coverage, making up 60% of all podcast audiences.
With more than half of Nigeria’s population under the age of 25, social media and streaming are becoming the dominant media formats.
Data from Aleph Holdings’ Media Essentials survey, based on responses from 23,400 people, shows the depth of this digital revolution.
Gender disparity
Aleph data on the Nigerian market shows that while both men and women are actively engaging with digital platforms, there are subtle differences in their consumption patterns.
The growth of large-scale video streaming such as YouTube and live sports among men indicates a preference for viewing media on large screens, while women prefer more intimate consumption on their mobile phones.
This difference highlights the evolving role of media in shaping gendered experiences and perspectives, with women pioneering early adopters.
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“The digital age has enabled women to carve out their own spaces for expression and engagement,” Martins said.
“Platforms like Pinterest and Facebook communities provide a space for creative expression and a sense of community that particularly resonates with female audiences.”
parallel freedom
Independence in the 1960s ushered in the dawn of television, followed by the expansion of radio networks and the proliferation of newspapers.
In the late 20th century, the liberalization of the broadcasting industry paved the way for privatization, and in the 21st century, the Internet age ushered in and revolutionized communications and information dissemination.
Social media platforms, online news portals, podcasts, and blogs are now establishing themselves as sources of information.
“Nigeria’s media landscape is a dynamic and evolving ecosystem,” Martins adds.
“As technology continues to advance and consumer behavior changes, we expect to see further changes in the way Nigerians consume and engage with media.”
evolution of media
The evolution of Nigeria’s media reflects the country’s robustness, adaptability and fortitude.
As the country commemorates a year of independence, it is clear that the media will continue to play an important role in shaping the country’s future.
Reports such as Media Essentials by Aleph provide valuable insight into media consumption trends in emerging markets and highlight the changing media landscape in Nigeria and other key regions.
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