KEY POINTS
- The number of active social media users in Nigeria reached 36.75 million as of January 2024.
- Traditional television is losing ground due to the interactive and on-demand nature of digital platforms.
- Content creators are leveraging social media to reach wider audiences and generate income.
ChatGPT said:
In recent years, Nigeria has witnessed a significant shift in media consumption habits, with social media platforms increasingly supplanting traditional television as the primary source of information and entertainment.
The media consumption pattern has shifted due to factors such as modern technology innovations and population changes, in addition to changes in audience preferences for media content.
The surge in social media adoption among Nigerians
As of January 2024, Nigeria boasted 36.75 million active social media users, representing a 16 percent increase from the previous year
The major factor behind this expansion can be attributed to Nigeria’s young population structure consisting of more than 65 percent of residents under 25 years old, affordable mobile devices and internet connectivity.
Users rely on platforms including WhatsApp, Facebook and YouTube to meet their daily content needs, through their extensive selection of interactive services.
Traditional television’s struggle to retain viewership
The fixation on television that used to control most Nigerian homes has evolved into a fading phenomenon.
The static nature of TV programming, coupled with limited viewer interaction, contrasts sharply with the dynamic and participatory environment of social media.
People now have greater flexibility in watching content due to on-demand streaming platforms which makes scheduled TV broadcasts less attractive.
Content creators capitalizing on digital platforms
Digital technology empowers Nigerian people to become content creators in the new media environment.
Individuals like Tayo Aina have leveraged platforms such as YouTube to produce culturally resonant content, reaching global audiences and generating revenue.
Digital platforms have allowed various performers to share their content independently from traditional media limitations.
Economic and infrastructural factors influencing the shift
The transition of media depends on economic factors as one of its fundamental drivers. Online platforms become more accessible because internet data access has lowered.
The improvement of telecommunications infrastructure boosted internet penetration to 45.5 percent of the population as of January 2024.
The improved connectivity enables people from both urban and rural regions to access digital content through the Internet.
The future of media consumption in Nigeria
The growing penetration of social media throughout Nigerian society leads traditional television networks to create online platforms for improved engagement with their programming.
Pacts between TV broadcasting stations and digital media platforms are now widespread because they seek to maintain viewer loyalty while adapting to digital trends.
The continued existence of problems is primarily caused by misinformation and the digital divide, which mainly affects resource-lacking communities.
