As streaming platforms continue to shape the future of media consumption, Nigeria is witnessing an unprecedented surge in data usage, driven by changing habits, technological advancement, and increased smartphone penetration.
This has undoubtedly shown that streaming on mobile devices has rapidly become more than just a form of entertainment; it’s now a major force shaping the country’s internet economy.
From Nollywood films on YouTube and Netflix to media platforms like TikTok, X (formerly Twitter), Instagram, Twitch, Facebook, and so much more. The viewing of Afrobeats videos on YouTube and live football matches being watched by teeming youths on mobile apps, streaming services have captured the attention of millions of Nigerians, with the older generations not left out of this buzz.
However, with this digital shift comes the hunger for data, fueling an unprecedented surge in internet consumption across the country. Just as mobile devices have become the primary gateway to content, data-hungry platforms expand their reach effortlessly. Nigeria finds itself at the epicentre of a data revolution driven by online streaming.
Streaming services have experienced explosive growth in Nigeria over the past five years, partly thanks to wider smartphone adoption, improved mobile broadband coverage, and the popularity of video-centric platforms.
Just as Netflix and Amazon Prime have made aggressive inroads, while local players such as IROKOtv and MultiChoice’s Showmax are investing in original African content to capture a homegrown audience that has also contributed to a cultural shift, where watching series or live-streaming events has become a daily norm for many Nigerians.
The demand for high-definition content, in particular, has significantly increased the average data consumption per user. Hence, this surge in streaming comes with broader implications for Nigeria’s digital infrastructure and economy.
Meanwhile, Telecom operators report record spikes in data usage, prompting investments in 4G and 5G networks to keep up with consumer demands. While the increased data consumption signals digital progress, it also raises concerns about affordability and accessibility, especially in rural or underserved communities. This fast-evolving digital landscape, streaming continues to dominate digital behaviour, with stakeholders from service providers to regulators
Speaking on the hike in data consumption through streaming and media culture, Media strategist and communication consultant Dr. Jide Johnson affirms that the rise in data consumption is intrinsically linked to the evolution of media and communication technology. There is an emergent new media that captures people’s essence and function, he stated.
While drawing historical parallels, Dr. Johnson added that, “In the 1920s, radio was the new medium. In the 40s, it was television. Broadcasting took the 90s. Then came the internet in the late 80s and 90s, ushering in the digital age.”
He emphasised that communication is a profoundly human trait, saying, “humans are communicative animals who want to communicate faster, easier, and better. So, technology has always facilitated the way we communicate. Today, you and I are consuming more data using the internet and platforms to communicate.”
While reflecting on how media habits have evolved, he explained that, “this interview, for example, is happening over the phone. Years ago, you’d have to visit me physically, record my voice, and transcribe it manually. Now, all that’s changed. And we’re spending much more money on data than we ever imagined”
He alluded that this cultural and technological shift is not age-restricted.
Dr. Johnson noted, “Social media platforms are popular across all generations. Facebook appeals more to older users, while the younger demographic leans toward TikTok, Twitter, and Instagram. These platforms allow people to participate in content creation and consumption seamlessly, and that’s a key reason data usage keeps rising.”
However, he stressed that telecom operators must balance innovation, cost, and inclusivity in the country’s fast-growing digital ecosystem.
The demographics of data consumers and the use of mobile devices by users compared to television shows show an increase in screentime, which contributes to data consumption.
This was corroborated by the IPA TouchPoints, which shows that adults now spend an average of three hours and 21 minutes daily on their mobile phones, surpassing the three hours and 16 minutes they spend watching TV. Their overall screen-based media consumption has climbed to seven hours and 27 minutes daily, up from six hours and 36 minutes in 2015.
The deputy research director at IPA, Dan Flynn said: “Mobile phones have become central to how we consume content, connect, and unwind. What sets TouchPoints apart is its ability to show what media people are using, but when, where, how and crucially, how they feel when they do.”
The financial implications of data consumption show in MTN Nigeria’s half-year financial report for June 30, 2025, reflects this reality. According to MTN Nigeria’s CEO, Karl Toriola, “Data revenue rose by 69.2 per cent, supported by active user base growth, higher data traffic and price adjustments. Data traffic grew by 41.2 per cent, and average usage per subscriber increased by 26.3 per cent year-on-year to 13.2GB.”
Smartphone penetration has also played a pivotal role. In the first half of the year, MTN added approximately 3.7 million smartphones to its network, raising penetration to 62.6 per cent. Its broadband subscriber base grew to 3.7 million, highlighting the rising demand for reliable high-speed connectivity in Nigerian homes.
Similarly, Airtel Africa reported a 60.3 per cent increase in data revenue (in constant currency). Data usage per customer jumped by 27.3 per cent, reaching 9.3GB monthly. Smartphone penetration increased to 51.4 per cent, with smartphone data usage per customer hitting 11.8GB monthly, up from 9.9 GB.
This describes Dr Johnson’s assertion that the story is the same as data is life, from the boardroom to the classroom. “If you had told me 10 or 20 years ago that I’d be spending more than N10,000 on data monthly, I would’ve said it’s impossible. Now, it’s the norm even among students,” he remarked.
Meanwhile, network analyst David Damola opines that streaming has fundamentally changed the bandwidth game. “The shift from traditional television to high-definition, on-demand streaming, especially through mobile, has massively expanded data requirements. Users don’t just consume content; they live on these platforms. That’s why we’re seeing a network strain and continued investment in capacity expansion,” he averred.
From a user standpoint, Tolu Bajowa, a 21-year-old student and avid content consumer, said, “Between TikTok, YouTube, and Netflix, I use over 30GB of data a month, sometimes more. I don’t even watch TV anymore. Everything I need is on my phone, and that’s normal for people my age.”
