Media & Entertainment

In recent years Nigeria has earned a reputation as one of the fastest-growing media markets in Africa. Over the past few decades the nation’s large population – currently estimated at around 170m, according to the World Bank – and rapidly expanding middle class have driven demand for new newspapers, magazines, radio and television programmes, music, film and, more recently, digital media of all sorts. The music industry and the Nigerian film industry have become significant cultural institutions in their own right, earning fans throughout Africa and further afield. Nigeria is the single largest media market in sub-Saharan Africa, and a handful of Nigerian media outfits have a pan-African reach. While catering to the needs of the country’s large and diverse population is seen as a major challenge, it is also an opportunity for the development of niche and tailored publications, targeted advertising and new markets.