The podcast boom: Nigeria’s new school of storytelling
As radio is looking all aged, podcasts are giving Nigerians new ways to tell their stories and cash in while at it.
Once upon a time, the Nigerian family gathered around the radio for news, dramas, and storytelling. The crackle of the FM dial carried everything, from political debates to unforgettable radio dramas like Icheoku.
Today, that same culture of listening is being reimagined, only this time through podcasts, a medium that has quietly exploded into the mainstream in Nigeria’s digital ecosystem.
Podcasting has become more than a hobby for young Nigerians; it is a space for self-expression, identity, and unfiltered conversations. From entertainment to politics, mental health to finance, creators are building loyal audiences who crave content that traditional media often shies away from. And unlike TV or radio, podcasts feel personal.
The listener feels like they are sitting across the table from the host, sharing gist, laughter, or even heartbreak. That intimacy is what drives community and what makes podcasts so addictive.
From radio dramas to Spotify charts
The numbers behind this cultural shift are striking. According to Chartable and Podstatus tracking data, Nigeria now ranks as one of the fastest-growing podcast markets in Africa, with over two million monthly listeners in Lagos alone. Spotify’s 2023 Wrapped Report revealed a 150 percent increase in Nigerian podcast listenership compared to 2021, with Gen Z and millennials dominating the audience.
The appetite is not hard to explain. In a country where traditional media often dances around sensitive topics, podcasts go where radio and TV would not. Shows like I Said What I Said, Tea with Tay, and The Honest Bunch don’t just entertain; they carve out safe spaces where Nigerians can laugh about dating, debate gender politics, confront mental health stigmas, or even tackle the taboo of “japa dreams” and brain drain. These are conversations that resonate because they reflect lived realities, not scripted narratives.
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This explains why podcasts are rapidly becoming cultural touchstones. They do not just reflect Nigerian life; they shape it. For many young people, podcasts are now where national debates begin before spilling over onto Twitter, TikTok, and everyday conversations.
The money is talking too
Beyond the cultural impact, podcasting is beginning to gain some financial muscle. The boom is reshaping Nigeria’s creative industry in real time. Monetisation through sponsorships, brand placements, and live shows is on the rise. Top podcasts are now selling out live events in Lagos, where audiences are willing to pay to laugh, banter, and connect with their favourite hosts in person.
According to PwC’s Entertainment and Media Outlook: 2024–2028, Nigeria’s digital media economy is set for double-digit growth, and podcasting, though still in its early stages compared to Nollywood or Afrobeats, is flagged as an industry with multi-million-dollar potential. If infrastructure improves and advertisers fully recognise the reach of podcasts, the sector could grow into a formidable piece of Nigeria’s entertainment economy within five years.
Yet, the financial picture is not rosy for everyone. Monetisation is uneven, with only the top-tier shows enjoying the full benefits of sponsorship and brand partnerships. Many podcasters are still recording from bedrooms, juggling full-time jobs, and funding their shows out of pocket.
Infrastructure challenges, from erratic power supply to the high cost of quality microphones and editing tools, remain a stumbling block. Still, resilience is something Nigeria’s creative class has in abundance, and it is fueling the persistence of creators determined to make their voices heard.
Breaking the media monopoly
Perhaps the most significant outcome of the podcast boom is what it reveals about Nigeria’s media landscape. Traditional broadcast platforms are losing their monopoly on attention. The Nigerian Communications Commission (NCC) reports over 122 million internet users as of 2024, a figure that continues to rise thanks to smartphone penetration. With so many plugged into the digital space, podcasts have become a democratic alternative to controlled mainstream narratives.
In essence, podcasts are not just entertainment; they are protest. They are proof that Nigerians, especially the young, no longer need permission to own their media spaces. They are building platforms that are raw, uncensored, and deeply relatable. This shift is a quiet revolution in how stories are told and consumed in Africa’s largest economy.
More than a trend
At its heart, podcasting in Nigeria is more than a fleeting trend. It is a movement, one that signals a broader transformation in culture, business, and identity. Nigerian podcasters are proving that storytelling is not bound by gatekeepers, and that entire communities can spring up around a single microphone.
The next chapter will likely see podcasts play even bigger roles in politics, activism, and education. As more Nigerians embrace digital payments and advertisers catch up with audience trends, the economy will grow stronger. But even beyond the money, the magic of podcasting lies in its ability to connect. To make a listener feel seen, heard, and part of a bigger conversation.
That, perhaps, is why the boom is here to stay. Nigerians have always been storytellers, and with podcasts, they have simply found a new stage. One episode at a time.
