by Mavia
TikTok has ascended from social media platform to Nigeria’s primary cultural engine, doubling its user base between 2024 and 2025 to become the country’s largest social platform, with 66% of young Nigerians (aged 18-34) using it regularly and an extraordinary 71% of those accessing it daily. The platform’s perceived authenticity—with 52% of users finding content “very real and relatable”—positions it as the antithesis of polished corporate media and the dominant force setting Nigeria’s cultural agenda.
Key Takeaway:
Nigeria’s music industry underwent a paradigm shift in 2025, moving from percussion-driven sounds to melody-first Afrobeats shaped by TikTok and short-form content. Breakout artists like Fido (whose “Joy Is Coming” hit #2 nationally), Chella (“My Darling”), Faceless, FOLA, and Kunmie redefined Nigeria’s soundscape, with local music consumption rising 82% and four newcomers cracking the Top 10 most-streamed songs. Industry insiders predict 2026 will bring more viral moments than breakout artists, with Afrobeats moving “past curiosity into permanent placement” in global film soundtracks, fashion collaborations, and brand partnerships. Meanwhile, gospel music surged as Victor Thompson’s “This Year (Blessings)” became one of 2023’s most-streamed Nigerian songs, signaling a spiritual turn among youth. As Nigeria prepares for 2027 elections, the convergence of TikTok’s cultural dominance, declining trust in traditional media (down 28% across channels), and expected political advertising surges creates a volatile information ecosystem where melody-driven virality and authentic storytelling override institutional gatekeeping.