The Director General of the National Council for Art and Culture (NCAC), Obi Asika, has announced the launch of the inaugural Nigeria Creator Economy Report, a pioneering effort designed to illuminate a rapidly growing sector that has emerged as one of Nigeria’s most significant economic and cultural drivers.

Asika emphasized that for too long, the contributions of Nigerian creators in music, film, fashion, comedy, cuisine, gaming, visual arts, literature, podcasting, and digital media have been recognized only in passing. With this report, we can now quantify their global influence.

The statistics are compelling: in 2024, Spotify paid over ₦58 billion to Nigerian artists, supported by more than 1.2 million Afrobeats playlists and over 30 billion streams globally. Additionally, Nigerian content on YouTube now garners over 20 billion annual views, with more than 1,500 channels having surpassed the 100,000-subscriber mark. Our creators are also thriving on platforms like Instagram, TikTok, Snapchat, and Facebook, consistently sharing thousands of new clips and songs each day, achieving billions of views. This vibrant creativity has not only made Nigerian content viral but also truly global.

Asika highlighted that the report serves as both a significant milestone and a launchpad for future initiatives. It encapsulates the dynamism of a generation whose creative output is reshaping culture, influencing perceptions, and generating wealth. The insights provided will equip policymakers, investors, and citizens to engage with this ecosystem, recognizing it as a fundamental element of Nigeria’s economic future.

He expressed gratitude to His Excellency, President Asiwaju Bola Ahmed Tinubu, for establishing the Federal Ministry of Art, Culture, and the Creative Economy, which has empowered the NCAC to deliver crucial data to inform our future. He also acknowledged the contribution of Honourable Minister Hannatu Musa Musawa for her vision and unwavering support, which have been instrumental in bringing this initiative to fruition.

To Nigeria’s creators, musicians, filmmakers, writers, comedians, gamers, and fashion innovators you are the driving force of this movement. If your area of creativity wasn’t highlighted in this edition, rest assured that future reports will include your contributions. This is just the beginning.

He remarked, “We trust that you will find this report both insightful and stimulating, sparking essential discussions and collaborations that will nurture and expand the Nigerian creator economy for generations. Now that we have the capacity to measure the influence and impact of Nigerian creators, our focus at the National Council for Arts and Culture will be on creating the platforms and enabling environments to transition from mere influence to substantial economic capital.

We extend our appreciation to our partners at TM Global and Communique, as well as the research and development team at the NCAC, whose efforts were vital in producing this first report. A salute to all our creators: Nigeria creates, and the world listens.”