Nigerian Creators Earned $32M Last Year on New Platforms

Last year, Nigerian creators earned more than 15 billion naira (over $32 million) from just four homegrown platforms, marking a turning point for digital entrepreneurship across Africa's most populous nation.

Selar, a 10-year-old platform, led the charge by paying out $30 million to nearly 400,000 creators in 2025 alone. Newer competitors like Nestuge, Youfanly, and AllAccessFans collectively distributed another $2 million, proving the market has room for multiple players.

CEO Douglas Kendyson credits COVID-19 lockdowns for accelerating the shift. Millions of Nigerians stuck at home experimented with selling knowledge online, and those habits stuck even after restrictions lifted. Crucially, early creators proved that digital products could generate real income, not just side money.

The space wasn't always this credible. For years, Nigeria's digital creator scene was dominated by opaque affiliate marketing schemes that left many people skeptical. Selar changed perceptions by publicly sharing transparent payout numbers and attracting professional creators with genuine expertise.

The momentum is attracting entrepreneurs who see opportunity. Nelson Eze, CEO of Nestuge, watched Selar's growth and felt confident enough to think bigger with his own platform. December 2025 became Nestuge's strongest month yet, with record transaction volumes since launching in 2023.

Both founders welcome the competition. Kendyson compares it to Nigeria's early digital payment days when Paystack and Flutterwave normalized online transactions together. More platforms mean more customer education and comfort with buying digital products.

The Ripple Effect

The growth is creating opportunities for professionals beyond traditional influencers. Teachers, consultants, and experts with small followings can now monetize their knowledge without massive social media audiences. Nestuge is building discovery features to help creators find customers organically, while preparing to launch Hubs, a community-building tool for membership-based income.

Despite the progress, both CEOs say Nigeria's creator economy is still in its infancy. Eze notes that no Nigerian creator platform has crossed $1 million in annual revenue yet, highlighting how much room exists for growth.

The real test ahead will be keeping creators loyal as competition intensifies. Creators want fair deals and responsive platforms, and they'll switch if they feel underserved. Success will depend on deeply understanding creator needs and delivering real value beyond just payment processing.

For now, the numbers tell a hopeful story: hundreds of thousands of Nigerians are building sustainable income streams by sharing what they know, and the infrastructure to support them keeps getting stronger.