The global creator economy is growing rapidly. Valued at just over $191 billion in 2025, it’s projected to reach nearly $480 billion by 2027. Nigeria is playing a major role in this growth, driven by a young, digitally fluent population and a deep-rooted storytelling culture. Among digital platforms, YouTube stands out: according to Nielsen, YouTube recently accounted for 12.4% of total TV viewing. In Nigeria, YouTube watch time has grown by more than 50% over the past year, with more than 30 million adults tuning in.
Internal data from Yoola, a global digital media company and multi-channel network, shows that views from Nigeria have increased by 80% since last year, as more viewers shift from Netflix and traditional TV to YouTube. The market is also seeing an explosion of new channels and more diverse content tailored to local audiences. During this period, views from Yoola-affiliated Nigerian creators jumped from 70 million to over 400 million, reflecting both strong creator growth and rising demand for local content.
Views from countries with the highest revenue per 1,000 views (notably the U.S., U.K., and Canada) also grew by 30%, driven by a rising Nollywood presence and strong diaspora communities. At the same time, channel diversification has accelerated: on average, one Nollywood film channel evolves into three separate ones, as actors who once appeared on a single channel now launch their own independent productions. This shift has fueled a 60% increase in creator revenue, thanks to more views, more channels, richer content, and better video presentation. Audience geography reflects both local dominance and global spread: 50% of Nollywood views come from Nigeria itself, but Ghana accounts for 10%, the U.S. for 6%, the U.K. for 5%, Kenya for 4%, South Africa for 3%, and Canada for 2%.
However, distribution, monetisation, and audience growth strategies vary widely by market. Creators often face challenges in navigating platform algorithms, protecting intellectual property, and adapting content to global communities. So how can Nigerian creators turn their channels into sustainable digital businesses with global reach?
Paying attention to SEO
One of the most immediate barriers for Nigerian creators is channel and content optimisation — a factor often underestimated in its impact. Titles, descriptions, thumbnails, tags, end screens, and even playlist structures are frequently overlooked, despite their crucial role in discoverability. When done correctly, SEO can increase traffic by 20%. It’s easier for the search engine to understand what a video is about and who to show it to if it’s properly described.
Leveraging advanced analytics
In-depth audits of creators’ content are crucial for refining their growth path. It’s important to collect performance data and understand what to tweak so the content gains more traction and earns more. From identifying trending topics and analysing competitors to improving video structure and introducing episodic content that performs better on smart TVs, as TV screens are increasingly driving viewership in Nigeria.
Covering the back
Another key intervention area is monetisation efficiency. Many creators unknowingly leave money on the table by misplacing mid-roll ad breaks or underutilising YouTube’s backend tools. To handle this, influencers can turn to creator service providers that optimise ad placements and automate other repetitive tasks with the YouTube platform, or learn to do it themselves through specialised educational courses.
Protecting creative ownership
Content theft is another structural issue affecting Nigeria’s digital space. Unauthorised re-uploads, compilations, and sliced clips of Nollywood films and creator content are widespread. Having access to Content ID is crucial here. The tool functions like a digital fingerprint, allowing copyright owners to upload reference files (full-length content, clips, or audio). YouTube then automatically scans new uploads for matches. When a match is found, the rights holder can block the video, monetise it under their terms, or simply track its performance.
Activating the power of smart localisation
For creators aiming to grow beyond domestic viewership, localisation is the gateway to global markets. Many Nigerian creators are increasingly reaching diasporic audiences in the U.S., U.K., and Canada — regions with significantly higher CPM (cost per thousand ad impressions). While Nigerian CPMs range from $0.50 to $2.50, U.S.-based views can generate up to $15. The economics are clear: reach the right geography, and creators can multiply their income. MCNs support this shift by helping creators adapt their content for new markets through dubbing, subtitling, or even launching entirely new language-specific channels. This strategy has proven especially effective in targeting francophone African audiences.
Financing the future
As the Nigerian creator ecosystem continues to grow, providing the right support, from financing to expertise, will be key to helping creators reach global audiences and build sustainable businesses. Some MCNs offer advance payments to creators with strong growth potential, enabling them to focus on content production.
The opportunities are huge, and with the right tools, Nigerian creators are well-positioned to play an even bigger role in the global creator economy.
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Yury Smagarinsky is the CEO of Yoola, a global digital media company and multi-channel network that helps creators like Omoni Oboli grow and monetise their presence on YouTube. With over 15 years of executive experience in telecom, digital media, and marketing, he’s passionate about empowering creative talent worldwide.
