The comedy economy: Nigeria’s online video skits are making millions

By Nnamdi O. Madichie, Professor of Marketing & Entrepreneurship, Unizik Business School, Nnamdi Azikiwe University

Short comedy videos circulating on social media have created a booming industry in Nigeria in the past few years. The country’s comedy creators put their skits out on platforms like YouTube, TikTok and Instagram to reach a massive audience.

As these online comedians gain followers they make their money from advertising, by endorsing brands as influencers, and through collaborations. In Nigeria the industry is popularly called the skit economy.

This phenomenon represents more than a major new entertainment trend. It highlights the ingenuity of young Nigerians in using technology…

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