By Ifeoma Ben, LLM, MBA
Nigeria’s media landscape, long dominated by legacy platforms like print newspapers, radio, and terrestrial TV, is undergoing a tectonic shift driven by digital technology. With internet penetration surpassing 154 million users and over 36 million active social media accounts, digital media is overtaking traditional news outlets, reshaping how Nigerians consume information and entertainment.
Declining Reach of Print, TV & Radio
• Print media has seen a significant contraction; it accounted for just 0.8% of total marketing spend in 2023, shedding −5.1% per annum since 2018.
• Terrestrial TV and radio also experienced modest growth: TV at +6.9% CAGR and radio at +33.6%, but remain vulnerable to changing audience preferences.
• The shift is particularly pronounced among younger demographics: 94% of Nigerians now consume news online, with only 34% relying on print.
Digital Disruption and Media Survival Strategies
Traditional media institutions are adapting through:
1. Social media integration – Outlets like Channels TV, The Guardian, and The Punch are engaging audiences via Twitter, Instagram, and live-streaming.
2. Hybrid newsroom operations – Around 65% of Nigerian journalists now produce content for both print/TV and digital platforms, embracing conversational and multimedia journalism .
3. Mobile-friendly platforms – News organizations are rolling out apps and mobile-responsive websites to meet smartphone-first consumption trends.
4. Monetisation innovation – Subscription/paywall models, sponsored content, and branded partnerships (e.g., Premium Times’ digital subscriptions) are being piloted.
5. Collaborations with influencers – Traditional outlets are partnering with digital-native voices to reach younger audiences and add authenticity.
Opportunities and Constraints
Nigeria’s media industry faces real challenges: declining advertising revenues, reduced donor funding, and the high cost of digital infrastructure. However, digital growth is still robust, with total media revenues projected to reach $540 million by 2029. Platforms like Arewa24 showcase how traditional broadcasters can leverage digital channels to reach diasporic and niche-language audiences.
Legal and Regulatory Challenges
Copyright & Piracy Protection: Under the revamped Copyright Act 2022, digital works are explicitly protected, with takedown protocols, technological protection measures, and harsher penalties for infringement. Legal practitioners must advise media firms on compliance and robust digital rights strategies.
Data Privacy & Cybersecurity: As media organizations collect vast amounts of user data, adherence to the NDPR and emerging cybersecurity standards is critical. Lawyers are creating privacy policies, user terms, and data processing agreements to ensure compliance.
Advertising & Consumer Protection: With native ads and sponsored content on the rise, legal counsel must ensure transparency, truthfulness, and compliance with advertising regulations, including those from ARCON and the NCC.
Content Liability & Moderation: Platforms hosting user-generated content face defamation and hate speech risks. Legal experts are guiding media houses to implement moderation policies and safe-harbour protocols under emerging digital platforms regulation.
Regulatory Licensing & AI Integration: The NBC’s digital broadcasting guidelines and licensing frameworks now demand digital content compliance. Lawyers must help media companies navigate licensing, content quotas, and AI use in content creation.
Conclusion
Nigeria’s traditional media: print, TV, and radio, are adapting to a digital-first future through integration, innovation, and monetisation strategies. However, sustaining these transformations requires robust legal and regulatory backing. The newly updated copyright law, data protection regulations, and digital content licensing frameworks position lawyers as crucial enablers of this evolution. As media continues its digital migration, legal expertise in IP, privacy, advertising, and content governance will be essential for Nigeria’s media houses to survive, compete, and thrive.
