Nigeria’s vibrant “skit economy” is demonstrating that online comedy can be serious business. The sector has grown into a dynamic new industry where creators produce short, humorous videos for platforms like Instagram and TikTok. Despite its relative youth, the industry is already Nigeria’s third-largest entertainment sector. It has a valuation of over $31 million, fueled by advertising, brand endorsements, and collaborations. Moreover, it has created both direct and indirect jobs for more than a million people. However, the industry faces significant hurdles, including unstable incomes for most creators, weak intellectual property protections, and a lack of government support. Despite these challenges, Nigeria’s model is already inspiring similar creative movements across Africa, proving that humor can be a powerful engine for economic and cultural growth.
The Conversation
