Nigeria’s Connected TV ad market to hit $2.6m as analyst reveals key drivers
By Seun Johnson
The connected TV ad spending in Nigeria is projected to reach 2.6 million dollars in 2025, driven by an increased adoption of streaming services and advancements in advertising technology.
According to Statista, this market segment will grow at a compound annual growth rate (CAGR) of 4.24% from 2025 to 2028. The growth reflects the increasing adoption of digital and streaming platforms in the country.
CTV, which includes devices such as smart TVs and streaming platforms, has become an integral part of the modern viewing experience in Nigeria.
With more consumers moving from traditional broadcast TV to on-demand streaming services like Netflix, Amazon Prime, and YouTube, advertisers are keen to capitalize on the growing digital audience.
Analysts attribute this growth to Nigeria’s expanding internet penetration, the affordability of smart TV devices, and the rise of local content on streaming platforms.
Adebisi Peters, Production Lead at the Audio-Visual Unit of Chain Reactions Africa, revealed that the steady growth in internet access and the adoption of affordable data plans will be key to the CTV growth in 2025.
Sharing his views on the report with MARKETING EDGE, the brand strategist cited the shift in consumer habits as part of factors that will be responsible for the expansion. He noted that Nigerian audiences are increasingly moving away from traditional TV to on-demand and streaming platforms. This according to him, will create opportunities for brands to target highly engaged and specific audiences through CTV ads.
Similarly, Peter envisaged that an increased investment in locally produced content on streaming platforms will attract more viewers and drive ad revenue growth. He expects brands to connect more with relatable content this year.
Statista report, however, shows that the growth of the market will offer brands innovative ways to engage with their audiences, provided they adapt to the digital ecosystem’s demands.
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