Media Monetization Strategies in a Post‑Pandemic Nigeria

In the post-pandemic era, Nigeria’s media and entertainment sector has entered a period of accelerated transformation, not only in how content is consumed, but in how it is monetised. As global disruptions weakened traditional revenue models, radio, television, and digital platforms have adapted by developing new monetization strategies anchored in advertising technology (ad tech), sponsorship, subscriptions, and digital campaigns.

According to a 2023 report commissioned by the Advertising Regulatory Council of Nigeria (ARCON) and produced by PricewaterhouseCoopers (PwC), total marketing communications spend in Nigeria reached ₦605.2 billion in 2023, up from ₦216 billion in 2018. This represents a compound annual growth rate (CAGR) of 18.7 percent over the five-year period. PwC further projects that by 2028, advertising spend will rise to ₦893 billion, accounting for approximately 1.08 percent of Nigeria’s GDP, compared to 0.7 percent in 2023.

These figures underscore the fact that advertising, as the lifeblood of media monetization, remains resilient and continues to expand rapidly. For media stakeholders, this growth presents opportunities to diversify revenue beyond traditional broadcast sales models.

Between 2018 and 2023, the largest contributors to total spend were cable television (25.5 percent), digital media (18.5 percent), and creative and content production (13.4 percent). This distribution highlights the increasing importance of digital media, not only as a content distribution channel, but as a significant revenue driver.

The rise in digital media spend reflects deeper structural changes, including improved internet and mobile penetration, post-pandemic behavioural shifts, and the migration of audiences to online platforms. In response, media companies have increasingly embraced ad tech, programmatic advertising, and data-driven marketing campaigns.

Where traditional radio and television once relied primarily on broad-reach, standardised advertising slots, digital platforms now offer targeted campaigns tailored by demographics, geography, interests, and online behaviour. This enables more efficient advertising spend, allowing brands to track engagement, conversion, and return on investment with greater accuracy.

In practical terms, as digital advertising grows, media houses and content creators now offer hybrid advertising packages that combine traditional broadcast placements on radio and television with digital inventory, social media amplification, and online video campaigns. This approach is particularly attractive to brands seeking both mass reach and measurable digital engagement.

Another monetization model gaining momentum is subscriptions and pay-per-view (PPV), especially for niche content, exclusive programming, and premium digital experiences. As online platforms expand, broadcasters and production studios are experimenting with digital-first releases, premium content tiers, and exclusive online access.

For media organisations operating across broadcast and digital platforms, this model diversifies revenue beyond advertising. It also creates recurring income streams from audiences willing to pay for exclusivity, convenience, or higher production value, particularly among diaspora and global audiences.

Within Nigeria, radio and terrestrial television continue to play a vital role in reaching mass audiences, especially in urban centres. Live programming, cultural shows, community-focused content, and local-language broadcasts remain highly relevant. When combined with digital distribution through online simulcasts, clips, and social media, this hybrid approach maximises reach across age groups, from older listeners to digitally native youth.

Among younger, urban, globally connected Nigerians, digital platforms such as streaming services, social media, and on-demand video resonate more strongly. Monetization in this segment is driven by digital advertising, branded content, sponsorships, and subscription or PPV models.

For content with cross-border appeal, including music, culture, and entertainment, global digital platforms unlock revenue opportunities from audiences that traditional broadcast cannot reach. In such cases, premium content offerings, subscriptions, and global advertising become viable, provided the content is culturally resonant and easily shareable.

Over my years working in radio and digital media, bridging terrestrial broadcast and online platforms, I have witnessed these shifts firsthand. Brand collaborations increasingly involve integrated campaigns where advertisers purchase radio airtime while also sponsoring social media content, digital promotions, and online streaming of programmes. These hybrid packages consistently deliver stronger engagement among younger audiences, while retaining traditional radio listeners.

Radio programmes are also repurposed as digital content by recording, editing, and distributing clips across social platforms. This extends reach beyond local audiences and opens additional monetization opportunities through digital advertising and sponsorship.
The use of data-driven scheduling and marketing, including the analysis of listener data, engagement metrics, and online traffic, further enhances advertising effectiveness for brands and improves monetization outcomes for media producers.

These experiences demonstrate that the most sustainable media revenue models today are not purely broadcast-based. They are hybrid, digitally integrated, and audience-centric.
The evolution of monetization strategies reflects a broader transformation within Nigeria’s media and creative economy. Media houses that fail to adapt risk losing relevance, while those that embrace digital integration, ad tech, hybrid distribution, and data-driven marketing are better positioned to attract both local and international advertisers. Independent creators and producers also benefit from this shift, as they now have viable pathways to build audiences, monetise content, and compete alongside traditional media, effectively democratising media creation and revenue generation.

From an economic standpoint, Nigeria’s growing marketing communications spend, estimated at ₦605.2 billion in 2023, highlights the sector’s increasing contribution to GDP and overall economic activity.

In the post-pandemic landscape, Nigerian media is no longer constrained by broadcast towers or fixed programming schedules. The convergence of ad tech, digital platforms, sponsorship, and content-driven revenue models has redefined media monetization.
For radio, television, digital platforms, and independent creators, success now depends on adaptability, hybrid monetization strategies, and effective use of data. Those who can combine traditional reach with digital engagement, serve both local and global audiences, and deliver measurable value to advertisers will lead the next phase of media influence and profitability in Nigeria.

In conclusion, as a media professional operating at the intersection of radio, digital platforms, and content creation, I view this transformation not as a challenge, but as an opportunity to build sustainable and scalable media enterprises, unlock new revenue streams, and expand the reach of Nigerian content both locally and globally.

Seyebomi Ogunsanya (Sheye Banks)