尼日利亚社交媒体行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

&

TRENDSSocialmediainNigeriaCHAPTER

01OverviewNumberofsocialmediausersinAfricafrom2019to2028(inmillions)SocialmediausersinAfrica2019-2028800685.757006005004003002001000636.11584.86532.5479.67427.05375.26324.79277.99223.5820192020202120222023202420252026202720284Description:ThenumberofsocialmediausersinAfricawasforecasttocontinuouslyincreasebetween2024and2028byintotal258.7millionusers(+60.58percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach685.75millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Africa;2019to2028;allvaluesareestimatesSource(s):SocialmediapenetrationinAfricain2023,byregionSocialmediapenetrationinAfrica2023,byregionShareofsocialmediausers0%5%10%15%20%25%30%35%40%45%50%55%NorthernAfricaSouthernAfricaWesternAfricaEasternAfricaCentralAfrica48.8%41.3%13.3%8.4%7.4%5Description:AsofJanuary2023,thecountriesinNorthernandSouthernAfricahadthelargestshareofsocialmediausersinAfrica.InNorthernAfrica,around49percentofthepopulationusedsocialmedia,whilethisfigurestoodat41.3percentinSouthernAfrica.InCentralAfrica,onlyclosetosevenpercentofthepeopleusedsocialmedia,thelowestrateacrossAfricaandthelowestregionalshareworldwide.

ReadmoreNote(s):Africa;January2023Source(s):DataReportal;Hootsuite;WeAreSocialNumberofsocialmediausersinWesternAfricafrom2019to2028(inmillions)SocialmediausersinWesternAfrica2019-2028250200150100198.99180.72161.92142.93124.12105.9188.69202272.77202158.3846.32500201920202023202420252026202720286Description:ThenumberofsocialmediausersinWesternAfricawasforecasttocontinuouslyincreasebetween2024and2028byintotal93.1millionusers(+87.9percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach198.99millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Africa;2019to2028;allvaluesareestimatesSource(s):InternetpenetrationrateinNigeriafrom2017to2023PenetrationrateofinternetusersinNigeria2017-202358%56%55.4%54%54%52%50%48%46%44%42%40%51%51%50%50%42%Jan2017Jan2018Jan2019Jan2020Jan2021*Jan2022Jan20237Description:AsofJanuary2023,theinternetpenetrationrateinNigeriareached55.4percent.Theindicatorexpressesthepercentageofthetotalpopulationthatusestheinternet.Inthelastyears,thenumberofinternetusersfluctuatedintheWestAfricancountry.However,datafrom2021cannotbedirectlycomparedtothosefrompreviousyearsasthesourcesusedbythepublisherchanged.

ReadmoreNote(s):Nigeria;2017to2023Source(s):DataReportal;Hootsuite;WeAreSocialFavoritesocialmediaplatformsinNigeriaasofQ32022FavoritesocialmediachannelsinNigeria2022Shareofrespondents0%5%10%15%20%25%30%35%40%45%WhatsAppFacebook38.4%20.4%Instagram15.5%Twitter9.6%TikTok7.9%Snapchat2.8%1.4%FacebookMessengerLinkedin1.2%0.9%TelegramPinterest0.7%8Description:WhatsAppwasthefavoritesocialmediaplatformofinternetusersinNigeriaaged16-64years,accordingtoasurveyconductedinthethirdquarterof2022.FacebookandInstagramfollowedwitharound20percentand16percent,respectively.Moreover,closetotenpercentofthesurveyedpopulationcitedTwitterastheirmostpreferredplatform.ReadmoreNote(s):Nigeria;Q32022;16-64yearsSource(s):DataReportal;Hootsuite;WeAreSocialMaintypesofsocialmediaaccountsfollowedbyinternetusersinNigeriaasofQ32022TypesofsocialmediaaccountsfollowedinNigeria2022Shareofrespondents20%

30%0%10%40%50%60%70%Friends,familyandpeopleyouknowActors,comediansorperformersEntertainmentandmemesTVshowsorchannels59.2%51.1%50.4%50.3%Influencersandexperts45.4%Restaurants,chefs,andfoodiesBeautyexperts38.5%34.2%33.9%SportspeopleandteamsWork-relatedcontacts33.2%Bands,singers,andmusiciansPoliticiansorroyaltyJournalistsornewscompaniesTravelwritersandcompaniesWork-relatedcompaniesWildlifeorganisationsoranimals33%32.6%32.2%31.1%29.3%28.7%9Description:Socialmediaaccountsoffamily,friends,andacquaintanceswerethemostfollowedbyinternetusersaged16-64yearsinNigeria,accordingtoasurveyconductedinthethirdquarterof2022.Roughly59percentoftherespondentscitedthattheyfollowedthistypeofaccount.Moreover,around51percentoftheinternetusersindicatedfollowingaccountsbelongingtoactors,comedians,orperformers,whilenearly50percentfollowedentertainmentandmemeaccounts.

ReadmoreNote(s):Nigeria;Q32022;16-64yearsSource(s):DataReportal;Hootsuite;WeAreSocialPrimaryreasonsforusingsocialmediaplatformsinNigeriaasof3rdquarter2022MainreasonsforusingsocialmediainNigeria2022Shareofinternetusers20%

30%0%10%40%50%60%70%80%KeepingintouchwithfriendsandfamilyReadingnewsstories67.3%55.8%MakingnewcontactsSeeingwhat'sbeingtalkedaboutFillingsparetime50.5%50.5%47%45.4%42.4%42.1%40.5%Avoidingmissingout(FOMO)Findinglike-mindedpeopleWork-relatednetworkingorresearchCelebritiesandinfluencersSharingopinions39%FindingcontentfrombrandsFindingcontentWatchinglivestreamsLookingforthingstodoorbuySupportinggoodcauses38.5%36.6%34.2%33.7%32.3%10Description:Asofthethirdquarterof2022,over67percentofinternetusersinNigeriausedsocialmediaprimarilytokeepintouchwithfriendsandfamily.Moreover,foraround56percentand51percentofinternetusersinthecountry,socialmediaplatformswereaccessedtoreadnewsstoriesandmakenewcontacts,respectively.Keepingupwithtrendingtopicswerecitedbyroughlyunder51percentoftherespondents.

ReadmoreNote(s):Nigeria;Q32022;16-64yearsSource(s):DataReportal;GWI;Hootsuite;WeAreSocialCHAPTER

02InternetTotalnumberofactiveinternetusersinNigeriafrom2017to2023(inmillions)NumberofinternetusersinNigeria2017-2023Number

ofusers

in

millionsJan2017Jan2018Jan2019Jan2020Jan2021*Jan2022Jan202397.291.698.3985.49104.4109.2122.512Description:AsofJanuary2023,Nigeriaregisteredapproximately122millionactiveinternetusers,whichcorrespondstoabouthalfofthetotalpopulation.Datafrom2021cannotbedirectlycomparedtothosefrompreviousyearsasthesourcesusedbythepublisherchange.ReadmoreNote(s):Nigeria;2017to2023Source(s):DataReportal;Hootsuite;WeAreSocialNumberofmobileinternetusersinNigeriafrom2019to2028(inmillions)Nigeria:mobileinternetusers2019-2028180163.86161.53159.08156.4616014012010080153.62150.6147.27143.66139.6135.426040200201920202021202220232024202520262027202813Description:ThenumberofmobileinternetusersinNigeriawasforecasttocontinuouslyincreasebetween2024and2028byintotal13.3millionusers(+8.83percent).Aftertheninthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach163.86millionusersandthereforeanewpeakin2028.Notably,thenumberofmobileinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Nigeria;2019to2028;userswhoaccesstheinternetviamobilebroadbandconnectionregardlessofthedevice;*Forecast.

ReadmoreSource(s):PriceformobiledatainNigeriaasof2021(inU.S.dollarspergigabyte)Pricefor1GBmobiledatainNigeria202165.2554320.88100.03AveragepriceCheapestprice*Mostexpensiveprice14Description:OnegigabyteformobileinternetinNigeriacostonaverage88U.S.centsasofFebruary2021.Thecountryranked43rdinalistof230countriesworldwide,fromthecheapesttothemostexpensiveformobiledata.Intheregionalcomparison,NigeriawasamongthenationswithlowercostsformobiledatainAfrica.Outof60plansanalyzedinthecountry,thelowestpriceobservedwas0.03U.S.dollarsper1GBfora30daysplan.Inthemostexpensiveplan,1GBcost5.25U.S.dollars.

ReadmoreNote(s):Nigeria;February15,2021;60respondents;plans;*For30days.ReadmoreSource(s):Cable.co.ukLeadinginternetserviceprovidersinNigeriaasof1stquarter2023,bynumberofactivesubscribersMaininternetprovidersinNigeria2023,bynumberofactivesubscribersNumberofactivesubscribers20,000

40,000060,00080,000100,000120,000SpectranetLtdTizetiNetworkLtdipNXNigeriaLtdVDTCommunicationsLtdCyberspaceNetworkLtdSuburbanBroadbandLtdRadicalTechnologyNetworkLtdCobranetLtdWirelessNgInternationalLtd(formerlyAlfaO&OVenturesLtd)DotmacTechnologiesLtd15Description:Nigeria'smaininternetserviceproviderisSpectranet.Asofthefirstquarterof2023,Spectranetcountedsome106,00activesubscribersinthecountry.Tizetirankedasthesecondleadinginternetoperatorwithabout21,300activeusers.Allotherproviderscountedaround14,000activeusersorless.ReadmoreNote(s):Nigeria;Q12023Source(s):NCC(Nigeria)HowinternetusersinNigeriaprotecttheirdigitalprivacyandsecurityasof3rdquarter2022DigitalprivacyprotectionmeasurestakenbyinternetusersinNigeria2022Shareofinternetusers5%

10%0%15%20%25%30%35%DeclinedcookiesonwebsitesatleastsomeofthetimePrefertoremainanonymouswhenonline31.8%18.5%Allowapptrackingtheirreal-worldactivity17.8%16Description:Asofthethirdquarterof2022,nearly32percentofinternetusersinNigeriadeclinedwebsitecookiesinordertoensuretheirdigitalprivacy.Forsome19percentofpeopleprefertoremainanonymoustomaintainonlinedatasecurity.Accordingtothesource,around18percentofinternetusersinthecountryallowappstotracktheirreal-worldactivitysuchaslocationorsteps.ReadmoreNote(s):Nigeria;Q32022;16-64yearsSource(s):DataReportal;Hootsuite;WeAreSocialDistributionofdevicesusedforinternetaccessinNigeriain2020DistributionofdevicesusedforinternetaccessinNigeria2020Desktop15.7%Mobile(smartphonesandtablets)84.3%17Description:In2020,mobiledevicesweremorefrequentlyusedinNigeriatoaccesstheinternetcomparedtodesktopdevices.About84percentofinternettrafficinthecountrywasgeneratedthroughmobileaccesswhereasnearly16percentofitwasbyuseofadesktop.ReadmoreNote(s):Nigeria;2020Source(s):InternationalTradeCentreCHAPTER

03SocialmediausageTotalnumberofactivesocialmediausersinNigeriafrom2017to2023(inmillions)NumberofactivesocialmediausersinNigeria2017-20233530253332.931.62724192015105180201720182019202020212022202319Description:AsofJanuary2023,Nigeriahad31.6millionactivesocialmediausers.WhatsAppisthemostpopularplatformusedinthecountry,withcloseto95percentofusers.Facebook,YouTube,andInstagramfollowedasthemostusedsocialmediaplatformsinNigeria.ReadmoreNote(s):Nigeria;2017to2023Source(s):DataReportal;Hootsuite;WeAreSocialAnnualpercentagechangeinthenumberofsocialmediausersinNigeriafrom2015to2022PercentagechangeinnumberofsocialmediausersinNigeria2015-202230%26.3%25%22.2%21.4%20%20%15%10%5%12.5%10.3%5.6%20180%-0.3%2022-5%20152016201720192020202120/statistics/1324463/growth-rate-of-number-of-social-media-users-in-nigeriaThenumberofsocialmediausersinNigeriadecreasedby0.3percentin2022comparedtothepreviousyear.In2021,agrowthrateof22.2percenthadbeenregistered.Overall,therewereover30millionsocialmediausersinNigeriaasofJanuary2022.ReadmoreNote(s):Nigeria;2015to2022;asofJanuaryofeachyearSource(s):DataReportal;Hootsuite;Varioussources;WeAreSocialShareofsocialmediausersinNigeriain2023,bygenderShareofsocialmediausersinNigeria2023,bygenderWomen44.7%Men55.3%21Description:ThereweremoremalesocialmediausersinNigeriathanfemaleusersasofJanuary2023.Menusingsocialmediarepresentedover58percentofthetotalusers.Inthesaidperiod,nearly34millionindividualswereconnectedtoasocialmediaplatforminthecountry.WhatsAppwasthemostpopular.ReadmoreNote(s):Nigeria;January2023Source(s):DataReportal;Hootsuite;WeAreSocialMostusedsocialmediaplatformsinNigeriaasofthe3rdquarterof2022LeadingsocialmediaplatformsinNigeria2022Shareofinternetusers0%10%20%30%40%50%60%70%80%90%100%WhatsAppFacebookFBMessengerInstagramTwitter94.9%88.8%69.9%69.4%61.2%Tiktok57.4%TelegramSnapchatLinkedInPinterestSkype53.9%52.6%26%21.7%9.6%WeChatBadoo8.4%8.1%iMessageDiscord5.5%3.6%22Description:Inthethirdquarterof2022,WhatsAppwasthemostpopularsocialmediaplatforminNigeria.Itwasmentionedbynearly95percentofinternetusersinthecountryaged16to64years.Inabsoluteterms,thenumberofpeopleusingWhatsAppwasestimatedatapproximately4.9millionforthefullyear2022.ReadmoreNote(s):Nigeria;Q32022;16-64years;internetusersSource(s):DataReportal;GWIMainsocialmediaplatformsusedfornewsinNigeriain2022LeadingsocialmediabrandsfornewsinNigeria2022Shareofrespondents0%10%20%30%40%50%60%70%FacebookWhatsAppYouTubeInstagramTwitter62%60%41%40%38%Telegram26%23Description:AccordingtoasurveyconductedbetweenJanuaryandFebruary2022,62percentoftherespondentsinNigeriaconsumednewsviaFacebook.Comparedtotheothersocialmediaplatformsconsidered,thiswasthehighestshare,followedbyWhatsApp.Thelatterregisteredaslightlylowershareof60percent.SocialmediaisaleadingsourceofnewsinNigeria.ReadmoreNote(s):Nigeria;JanuarytoFebruary2022;2,017respondents;18-50yearsSource(s):ReutersInstitutefortheStudyofJournalismCHAPTER

04PlatformsandusersNumberofWhatsAppusersinNigeriafrom2019to2028(inmillions)WhatsAppusersinNigeria2019-20282519.932017.4114.981510512.7110.648.827.245.894.763.630201920202021202220232024202520262027202825Description:ThenumberofWhatsAppusersinNigeriawasforecasttocontinuouslyincreasebetween2024and2028byintotal11.1millionusers(+125.85percent).Aftertheninthconsecutiveincreasingyear,theWhatsAppuserbaseisestimatedtoreach19.93millionusersandthereforeanewpeakin2028.Notably,thenumberofWhatsAppusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Nigeria;2019to2028;allvaluesareestimatesSource(s):NumberofFacebookusersinNigeriafrom2017to2026(inmillions)Nigeria:numberofFacebookusers2017-2026807069.460.43605051.7643.6540302010036.2429.6423.88202018.47201914.111.23201720182021*2022*2023*2024*2025*2026*26Description:ThisstatisticshowsthenumberofFacebookusersinNigeriafrom2017to2026.In2026,thenumberofFacebookusersinNigeriaisexpectedtoreach69.4million,upfrom23.88millionin2020.

ReadmoreNote(s):Nigeria;2017to2021;internetuserswhoaccesstheirFacebookaccountviaanydeviceatleastoncepermonth;*Forecast.

ReadmoreSource(s):NumberofInstagramusersinNigeriafrom2018to2027(inmillions)InstagramusersinNigeria2018-2027181615.3413.54141210811.7910.158.858.648.537.97.286.746420201820192020202120222023202420252026202727Description:ThenumberofInstagramusersinNigeriawasforecasttocontinuouslyincreasebetween2024and2027byintotal6.7millionusers(+77.55percent).Afterthefifthconsecutiveincreasingyear,theInstagramuserbaseisestimatedtoreach15.34millionusersandthereforeanewpeakin2027.ReadmoreNote(s):Nigeria;2018to2027;allvaluesareestimatesSource(s):NumberofTwitterusersinNigeriafrom2017to2020(inmillions)TwitterusersinNigeria2017-20203.02.42.52.01.51.00.50.02.111.811.76201720182019202028Description:ThenumberofTwitterusersinNigeriaincreasedby0.3millionusers(+14.22percent)in2020.Therefore,theTwitteruserbaseinNigeriareachedapeakin2020with2.4millionusers.Notably,theTwitteruserbasecontinuouslyincreasedoverthelastyears.ReadmoreNote(s):Nigeria;2017to2020;allvaluesareestimatesSource(s):NumberofLinkedInusersinNigeriafrom2018to2027(inmillions)NumberofLinkedInusersinNigeria2018-202787.436.99765432106.556.125.75.274.844.384.153.11201820192020202120222023202420252026202729Description:ThenumberofLinkedInusersinNigeriawasforecasttocontinuouslyincreasebetween2024and2027byintotal1.7millionusers(+29.82percent).Aftertheninthconsecutiveincreasingyear,theLinkedInuserbaseisestimatedtoreach7.43millionusersandthereforeanewpeakin2027.Notably,thenumberofLinkedInusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Nigeria;2018to2027;allvaluesareestimatesSource(s):ForecastofthenumberofYoutubeusersinNigeriafrom2017to2025(inmillions)YoutubeusersinNigeria2017-2025141210811.99108.156.6965.294.3343.262.721.982020172018201920202021202220232024202530Description:In2021,YouTube'suserbaseinNigeriaamountstoapproximately5.29millionusers.ThenumberofYouTubeusersinNigeriaisprojectedtoreach11.99millionusersby2025.Userfigureshavebeenestimatedbytakingintoaccountcompanyfilingsorpressmaterial,secondaryresearch,appdownloadsandtrafficdata.Theyrefertotheaveragemonthlyactiveusersovertheperiod.

ReadmoreNote(s):Nigeria;2017-2019;Allvaluesareestimates.Source(s):NumberofSnapchatusersinNigeriafrom2018to2027(inmillions)SnapchatusersinNigeria2018-20271613.461412.6511.84121081110.058.836.9864.2421.350.350201820192020202120222023202420252026202731Description:ThenumberofsnapchatusersinNigeriawasforecasttocontinuouslyincreasebetween2024and2027byintotal3.4millionusers(+33.83percent).Aftertheninthconsecutiveincreasingyear,thesnapchatuserbaseisestimatedtoreach13.46millionusersandthereforeanewpeakin2027.Notably,thenumberofsnapchatusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Nigeria;2018to2027;allvaluesareestimatesSource(s):CHAPTER

05PlatformsanduserdemographicsDistributionofFacebookusersinNigeriaasofMay2023,bygenderFacebookusersinNigeria2023,bygender70%58.2%60%50%40%30%20%10%0%41.8%FemaleMale33Description:InMay2023inNigeria,Facebookfounditswiderpopularitywithmen,whoaccountedforover58percentofthesocialmediaplatform'suserbase,meaningthatwomenmadeuptheleastshare(41.8percent).Overall,therewereroughly41.6millionusersofFacebookasoftheselectedtimeperiod,whichaccountedfor18.5percentofthecountry'stotalpopulation.ReadmoreNote(s):Nigeria;May2023;13yearsandolderSource(s):NapoleonCatDistributionofFacebookusersinNigeriaasofMay2023,byagegroupNigeria:Facebookusers2023,byagegroup35%32.2%32.2%30%25%20%15%10%5%15.9%6.2%5%5.1%65+3.4%0%13-1718-2425-3435-4445-5455-6434Description:AsofMay2023,therewerenearly41.6millionFacebookusersinNigeria,accountingfor18.5percentofthepopulationinthecountry.Overall,twoagegroupsaccountedfor32.2percentofusers.Thosebetweentheagesof18and24,andthosebetweentheagesof18and24,makingthesetwogroupsthelargestagegroupsofFacebookusersinthecountry.TheleastrepresentedagegroupofFacebookuserswerethosebetweentheagesof55and64withamereshareof3.4percent.

ReadmoreNote(s):Nigeria;May2023;13yearsandolderSource(s):NapoleonCatDistributionofFacebookMessengerusersinNigeriaasofMay2023,bygenderNigeria:FacebookMessengerusers2023,bygenderFemale41.2%Male58.8%35Description:AsofMay2023,58.8percentofFacebookMessengerusersinNigeriaweremen.Overall,therewerearound34.2millionusersoftheinstantmessagingappinthecountry,whichaccountedforjustover15percentofthepopulation.

ReadmoreNote(s):Nigeria;May2023;13yearsandolderSource(s):NapoleonCatDistributionofFacebookMessengerusersinNigeriaasofMay2023,byagegroupNigeria:FacebookMessengerusers2023,byagegroup35%31.5%31.2%30%25%20%15%16.6%10%6.5%5.8%65+4.9%5%0%3.4%13-1718-2425-3435-4445-5455-6436Description:InMay2023,therewerearound34.2millionFacebookMessengerusersinNigeria,whichaccountedforjustover15percentofthetotalpopulation.Usersaged18to24yearsmadeupthelargestshareofMessenger'saudience,31.5percentoftheuserbase.Followingcloselywithslightlyover31percentoftheuserswasthe25-34agegroup.ReadmoreNote(s):Nigeria;May2023;13yearsandolderSource(s):NapoleonCatDistributionofInstagramusersinNigeriaasofDecember2023,bygenderShareofInstagramusersinNigeria2023,bygender60%55.6%50%40%30%20%10%0%44.4%FemaleMale37Description:AsofMay2023,therewereover12.2millionInstagramusersinNigeria,accountingforjustoverfivepercentofthecountry'spopulation.Overall,55.6percentofusersweremen,whilefemaleusersaccountedfor44.4percent.Instagram'slargestuserbaseintermsofagewaswithusersagedbetween25and34years,makingupalmost37percentofthesocialmediaplatform'saudienceinNigeria.

ReadmoreNote(s):Nigeria;May2023;13yearsandolderSource(s):NapoleonCatDistributionofInstagramusersinNigeriaasofMay2023,byagegroupNigeria:Instagramusers2023,byagegroup40%36.9%35%30%25%20%15%10%5%32.8%14%5.6%4%3.7%3.1%0%13-1718-2425-3435-4445-5455-6465+38Description:AsofMay2023,therewereover12.2millionInstagramusersinNigeria.Thisfigureaccountedfor5.4percentofthecountry'sentirepopulation.About37percentofuserswereagedbetween25and34years,and32.8percentwereagedfrom18to24years.Only3.1percentoftheusersbelongedtothe55to64agegroup.Overall,around44percentofusersinthecountrywerewomen.

ReadmoreNote(s):Nigeria;May2023;13yearsandolderSource(s):NapoleonCatDistributionofLinkedInusersinNigeriaasofMay2023,byagegroupShareofLinkedInusersinNigeria2023,byagegroup70%58.6%60%50%40%30%20%10%0%28.1%12.2%1.1%18-24years25-34years35-54years55yearsandolder39Description:AsofMay2023,therewerenearly8.2millionLinkedInusersinNigeria,accountingforaround3.6percentofthecountry'spopulation.Usersbetweentheagesof25and34formedthemajoritywithashareofnearly59percent,followedbythoseaged18to24withashareof28.1percent.ReadmoreNote(s):Nigeria;May2023;18yearsandolderSource(s):NapoleonCatCHAPTER

06AdvertisingreachandrevenueNumberofpeopleonsocialmediapotentiallyreachedwithadvertisinginNigeriaasof2022,byplatform(inmillionusers)Socialmediaad-audienceinNigeria2022,byplatform3531.6302521.75201512.351057.57.14.953.50YouTubeFacebookSnapchatLinkedInInstagramTwitterFacebookMessenger41Description:AsofJanuary2023,mostsocialmediauserswhocouldpotentiallybereachedbyadvertisingfirmsinNigeriawerefoundonYouTube.ThenumberofYouTube'saddressableadvertisingaudienceamountedtoapproximately32millionpeople.Facebookfolloweddirectlywith22millionusers,whereasSnapchat,whichrankedthird,hadroughly12.4userswhocouldpotentiallybereachedbyadverti