The Nigerian creator economy is entering a bold new phase, and according to Adetutu Laditan, Founder and Creative Director at Woof Studios Africa, creators are thinking bigger and building sustainable media businesses that resonate across audiences and borders.
With YouTube watch time in Nigeria up more than 50 percent year-on-year and over 30 million adults tuning in monthly, the digital video ecosystem is booming.
“Nigerian creators are thinking bigger, and that is exactly what brands want to be part of,” said Laditan. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”
That vision was the heartbeat of PluggedIN, an innovative initiative by YouTube in partnership with leading Creator Service Provider Woof Studios Africa.
It is designed to help creators transform authentic ideas into scalable, revenue-generating media ventures. The initiative marks a major milestone in how brands and creators connect in Nigeria’s dynamic digital landscape.
“As Director for West Africa, my focus is on how we drive digital growth and empowerment across this phenomenal region,” said Olumide Balogun, Director for West Africa at Google, in his opening remarks at the PluggedIN event.
“Technology is at the heart of the growth we see here. The way people watch has changed. 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.”
The PluggedIN event in Lagos brought together creators, brands, and investors for live pitches, speed-networking sessions, and content showcases designed to inspire collaboration, focusing on co-creating stories that go beyond traditional advertising and tap into the emotional pulse of audiences.
“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,” said Ifeyinwa Mogekwu, creator of Ify’s Kitchen.
Ruth Kadiri, filmmaker and founder of the leading YouTube channel RuthKadiri247, also joined the conversation, celebrating the energy and ambition of the Nigerian creative community. “I am very excited to be here, meeting so many creators, investors, partners, and brands,” she said. “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.”
From comedy to film, food to lifestyle, Nigerian creators are building powerful communities and thriving businesses through platforms like YouTube. For comedian Ajebo (Erem Emeka Nehemiah), the impact has been life-changing.
“YouTube changed my story completely,” he shared. “It has empowered us to produce content on our own terms and build careers that rival traditional media.”
Through initiatives like PluggedIN, YouTube, and Woof Studios are reaffirming their commitment to empowering creators, fueling innovation, and shaping the next chapter of Africa’s digital storytelling revolution.
