Nigerian content creators are increasingly building sustainable media ventures that reach audiences across borders, according to Adetutu Laditan, Founder and Creative Director of Woof Studios Africa. Speaking at YouTube’s PluggedIN event in Lagos, Laditan emphasised that the focus is now on scaling ideas into revenue-generating projects.
“Nigerian creators are thinking bigger, and that is exactly what brands want to be part of,” she said. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”
The PluggedIN initiative, a collaboration between YouTube and Woof Studios Africa, seeks to transform authentic creative ideas into scalable media businesses. The programme brought together creators, investors, and brands for live pitches, networking sessions, and content showcases aimed at fostering partnerships that go beyond traditional advertising.
Olumide Balogun, Google’s Director for West Africa, highlighted the rapid growth of digital video consumption in Nigeria. “Technology is at the heart of the growth we see here. Digital video consumption is now constant and deeply personal. The average time spent daily with digital video is on track to cross four hours per person by next year. This is why we are here, to plug in and talk about the current state of video,” he said.
At the event, creators shared experiences of engaging audiences through authentic storytelling. Ifeyinwa Mogekwu, known for her YouTube channel Ify’s Kitchen, said the initiative enables her to connect with brands that value content quality. “My community loves the stories behind the food.
PluggedIN helps us connect with brands that understand that our viewers want quality content, not just ads,” she said.
Filmmaker and content creator Ruth Kadiri also noted the energy within Nigeria’s creative sector. “I am very excited to be here, meeting so many creators, investors, partners, and brands. What’s happening here is more than just content creation; it’s the rise of a creative industry that’s owning its voice and shaping its future,” she said.
Comedian Ajebo, whose real name is Erem Emeka Nehemiah, described how platforms like YouTube have transformed creative careers. “YouTube changed my story completely. It has empowered us to produce content on our own terms and build careers that rival traditional media,” he said.
Through PluggedIN, YouTube and Woof Studios Africa are seeking to equip Nigerian creators with the resources, partnerships, and visibility required to drive the next wave of storytelling and strengthen the region’s growing digital media ecosystem.
