Why Most Nigerian Creators Earn Less Than ₦100,000 Monthly

VicariousLab
August 14, 2025

While more Nigerians are becoming creators than ever before, most earn less than ₦100,000 a month from their work, a figure that, in many cases, barely covers basic living costs, let alone production expenses.

This income gap isn’t just a statistic; it’s a structural challenge holding back the full potential of one of Nigeria’s most vibrant digital sectors.

The Reality of Creator Earnings

Our recent survey of Nigerian content creators reveals a stark breakdown:

Over 60% of respondents report earning below ₦100,000 monthly from their creator activities.
Only a small minority around 8% cross the ₦500,000 mark per month, often due to a combination of brand partnerships, premium audience segments, and diversified revenue streams.
Even among creators with significant followings, income doesn’t always scale proportionally with audience size.

The gap between visibility and profitability is wide. Many creators with tens of thousands of followers still operate at a financial loss once equipment, internet costs, and production time are factored in.

What are the Key Drivers of this Income Gap?

During Interviews, Nigerian creators revealed several intertwined factors shaping this disparity.

1. Platform Monetization Disparities

Many platforms offer limited or no direct monetization for Nigerian creators. YouTube’s Partner Program and TikTok’s Creator Fund either pay at lower rates compared to Western counterparts or are inaccessible due to location-based restrictions. As one creator put it:

“The same video that earns a U.S. creator $1,000 might bring me $50. We have to rely on brand deals, which aren’t always consistent.”

Learn How African creators monetize despite platform restrictions.

2. Over-Reliance on Brand Deals

Brand collaborations remain the most lucrative path for Nigerian creators, but they are unevenly distributed. Brands tend to prioritize influencers in Lagos or Abuja, overlooking talent in smaller cities. Moreover, many deals underpay because creators lack access to standardized pricing benchmarks or negotiation training.

3. Limited Data-Driven Strategy

Our correlational analysis showed that creators who actively track and analyze their performance metrics tend to earn more. Yet, most surveyed creators do not consistently use analytics tools. Without data, it’s harder to pitch convincingly to brands or identify high-performing content that could be monetized more effectively.

4. High Production Costs

From fast-rising internet prices to unstable electricity requiring backup generators, the operational costs of being a creator in Nigeria are steep. For many, these costs eat up a significant portion of their earnings.

5. Algorithm Volatility

Multiple interviewees described sudden drops in engagement after platform algorithm changes, which directly affected brand interest and content reach and, by extension, income.

What is the Human Cost of Low Earnings?

Creators in our interviews often described cycles of burnout, having to juggle side jobs, or compromising on content quality due to financial constraints.

One mid-tier creator shared:

“I spend more than I make, but I can’t stop because I’m building something. The hope is that one day it will pay off, but right now it’s survival mode.”

This economic pressure also affects diversity in content. Those without external income sources are more likely to quit, leading to underrepresentation of certain voices and communities.

What Are The Opportunities for Change?

Closing the income gap requires action from multiple stakeholders.

1.Platform Policy Reform

Global platforms must adapt monetization structures to local economies. Expanding access to features like tipping, subscriptions, and equitable ad revenue splits could make a significant difference.

2.Creator Education

Training on pricing, negotiation, and data-driven strategy could help creators command fairer rates. Interviewees repeatedly expressed a desire for mentorship in these areas.

3.Diversified Monetization

Creators who combine brand deals with audience monetization (e.g., paid communities, merchandise, online courses) show higher income stability. Encouraging this mix can reduce dependence on one revenue stream.

4.Local Brand Engagement

Nigerian brands have an untapped opportunity to partner with homegrown creators for authentic marketing. This requires shifting from vanity metrics to engagement-focused partnerships.

5.Support Networks

Creator communities and associations could pool resources, share rate cards, and advocate for fair pay.

The Nigerian creator economy is rich in talent but constrained by structural and systemic challenges. As long as the majority of creators earn less than ₦100,000 a month, the sector’s potential will remain unrealized. The income gap isn’t inevitable — it’s the result of fixable barriers. Addressing them will require coordinated effort from platforms, brands, policymakers, and the creators themselves.

The dream of making a sustainable living from creativity is alive in Nigeria. The question now is whether the ecosystem will evolve fast enough to make that dream a reality for more than just a privileged few.