Nigeria’s podcast ad market to reach $2.12m in 2025
By Abimbola Mohammed
Nigeria’s Podcast advertising revenue is expected to grow up to $2.12 million in this year 2025, according to the Statista projection report of Advertising in Nigeria. The podcast advertising comprises advertising spending, users, average revenue per user and penetration.
Revenue is expected to show an annual growth rate (CAGR 2025-2027) of 8.59%, resulting in a projected market volume of US$2.50m by 2027. In the Podcast Advertising market, the number of users is expected to amount to 9.0m users by 2027, user penetration will be 3.0% in 2025 and is expected to hit 3.7% by 2027.
The report states that the coverage area of the revenue will include news, entertainment, education, and business. It added that the expected revenue figures are based on podcast advertising spending and exclude agency commissions, rebates, production costs, and taxes.
Comparing the revenue expected to generate in Nigeria with the global market, the United States will generate the most from podcast advertising with $2,894,000.00k in 2025. The average revenue per user (ARPU) in the Podcast Advertising market is projected to amount to US$0.30 in 2025.
While the Podcast Advertising market in South Africa is projected to reach a revenue of US$7.18m in 2025. This is expected to show an annual growth rate (CAGR 2025-2027) of 4.23%, resulting in a projected market volume of US$7.80m by 2027.
South Africa will lead Nigeria’s podcast market because local brands are leveraging this platform to reach a growing audience of digitally-savvy consumers.
In Nigeria, podcast listenership has grown by over 200% between 2021 and 2022, according to Spotify. This growth is driven by several factors, including rising smartphone adoption and increasingly affordable connectivity, increasing number of African-produced podcasts and the growing interest in podcasts as a source of entertainment and information. Additionally, brands are exploring sponsorship opportunities, where they sponsor entire episodes or series, gaining more exposure and associating their brand with specific content.
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