The Nigerian entertainment industry in 2025

As we wrap up the year 2024, it’s hard not to marvel at how dynamic the Nigerian entertainment industry has been this year. From record-breaking box office numbers to global streaming milestones, 2024 has set the stage for what promises to be an even more exciting 2025, even with the year 2024 being tagged the most financially unstable year for most.

As a lawyer and brand manager actively involved in shaping narratives and navigating the intricacies of contracts, collaborations, and creative direction, I’ve had a front-row seat to the shifts and opportunities in the entertainment space. Here’s what to expect—and also prepare for—in 2025, with lessons drawn from the highlights and pitfalls of 2024.

1. Content Localization Meets Global Distribution

2024 showed us that “local is the new global.” Nollywood films like Jagun Jagun, and Hit series “Aníkúlápó: Rise of the Spectre ”: The Series dominated not only Netflix’s African rankings but also trended worldwide.

The key takeaway? Stories rooted in authentic Nigerian culture resonate globally when packaged and done right.

In 2025, even with the acclaimed exit of Prime in Nigeria, we’ll see more platforms investing in localized stories for export.

As a brand manager, the task is clear: ensure these productions maintain their authenticity while negotiating terms that maximize royalties and intellectual property rights for creators.

Tip for creators: Own your narrative, but don’t shy away from working with international consultants to refine your storytelling for global appeal.

2- YouTube Series and Movies: The Rise of Bite-Sized Entertainment

In 2024, we witnessed a surge in demand for web-based content, with platforms like YouTube becoming home to groundbreaking series and short films. Shows such as The Men’s Club, Skinny girl in Transit snd more have demonstrated how relatable storytelling and easy accessibility can foster massive audiences.

These platforms offer a fresh avenue for creators to bypass traditional gatekeepers and connect directly with their viewers. We’ve seen the rise with Bimbo Ademoye and her A3 studios on YouTube, Alongisde Timini and other visually appealing faces on YouTube.

Why It Matters in 2025:
The demand for affordable, binge-worthy entertainment will keep growing, driven by an audience hungry for diverse stories. This trend presents immense opportunities for emerging filmmakers and content creators to monetize their craft while building global followings.

Insight: As a brand manager, helping creators navigate partnerships, sponsorships, and intellectual property rights on digital platforms will be crucial. The shift toward YouTube and similar platforms highlights the need for robust legal structures that protect content creators and ensure sustainable revenue streams.

3. ⁠Afrobeats Diversification and Its Expanding Influence

Afrobeats remained Nigeria’s most potent cultural export in 2024, with artists like Burna Boy headlining global festivals and Tems collaborating with Hollywood soundtracks. But 2025 will be about diversification within the genre—think Afro-Fusion, Afro-Jazz, even Afro-Classical, and the Rema themed “Afro rave” – think fast paced music like Ozeba.

With these changes, record labels and managers must adapt. As someone who has reviewed multiple artist-label agreements, I can tell you that 2025 will require more flexible contracts to allow artists creative freedom while ensuring labels don’t lose out on returns. See Olamide, YBNL & Asake, and also Shallipopi and former label Dvpper Music.

4- The Rise of Web3 in Entertainment

NFTs and blockchain technology gained modest traction in 2024, but 2025 will likely see wider adoption. From ticketing for concerts to exclusive content drops, Web3 will empower entertainers to bypass traditional gatekeepers and connect directly with their fans.

However, legal frameworks around these technologies are still evolving. Lawyers must stay ahead by drafting agreements that cover these new revenue streams while protecting the intellectual property of artists.

5- Streaming Saturation and the Return of Live Experiences

While streaming boomed in 2024, with platforms like Spotify reporting record numbers for Nigerian artists, live events made a strong comeback post-pandemic. Wizkid’s sold-out show at Tottenham Hotspur Stadium reminded us of the power of shared physical experiences, same with Remas concert in the UK, and Asakes O2 sold out concert.

In 2025, live concerts will be bigger, more immersive, and heavily tech-driven (as we’ve seen with the Adele world tour which we wrote about few months ago).

Brand managers should prepare for collaborations between artists and tech companies to create unforgettable experiences, blending AR, VR, and real-time audience participation.

6- Influencer-Led Brand Campaigns Will Evolve

2024 was the year of influencer marketing, but we also saw cases where poor brand-influencer alignment led to public backlash (cue the infamous “influencer apology videos”). In 2025, brands will prioritize working with creators whose values align with their own, moving from quantity to quality.

As a brand manager, I’ve learned to approach such partnerships with precision. Contracts must outline not just deliverables but ethical guidelines, ensuring campaigns enhance both the influencer’s and the brand’s image.

Final Thoughts: Building a Sustainable Entertainment Ecosystem

The Nigerian entertainment industry has limitless potential, but 2024 reminded us that sustainability is key. From addressing piracy to creating better support systems for up-and-coming talents, there’s much work to be done.

For me, 2025 will be about collaboration—between creatives, legal experts, and brands—to create structures that benefit everyone.

As we move into this promising year 2025, let’s remember that every story we tell, every contract we sign, and every artist we support contributes to building an industry we can all be proud of.

Here’s to a year of innovation, creativity, and breaking even more boundaries!