Connect with us

Broadcasting

Content Creators Should Take Advantage Of YouTube- Teju Ajani

Published

on

Teju Ajani, Head of Content Partnership, YouTube Sub-Saharan Africa.
Kindly share this post

By chukwuemeka fred agbata

YouTube, the world’s largest video sharing platform, finished by three former PayPal employees, Chad Hurley, Steve Chen Jawed Karim, in 2005.

YouTube was, however, bought over by Google in November 2016 and since then, the platform has experienced unprecedented growth, such that, Alexa.com, listed it as one of the top 3 sites, for a number of years.

YouTube has given content creators and producers an opportunity to earn from their work and it is encouraging more Nigerians to actually create local content.

I recently caught up with Teju Ajani, Head of Content Partnership, YouTube Sub-Saharan Africa, and our discussion centered on how Nigerians can take advantage of the YouTube platform.

Teju stated that, YouTube’s strategy for Africa is growth. ” The focus is to grow as many creators on the platform as possible and to make sure that they can take advantage of all the opportunities that we have available to content creators on the platform”, she explained.

Comparing the performance of Nigeria with that of South Africa on the YouTube platform, Teju is of the view that, both Nigeria and South Africa are doing extremely well.

She, however, thinks that the data challenge is a little bit more in Nigeria and YouTube was starting from a lower base, even, as the percentage growth is amazing, year after year, at the rate of about 120% year after year. This growth, she stated, is in terms of creator content and in terms of watch time. “Not to say that South Africa is not growing, by the way. South Africa is an extremely strong market for YouTube in Sub-Saharan Africa”, she explained.

Teju stated that the categories of content watched on YouTube vary and the preponderance on what category is watched at a particular time changes from entertainment to Music, News, Fashion, Lifestyle, sports, etc. “Sports is very interesting because, we do have sports as a strong category in Nigeria. We consume a lot of foreign sports”, she stated.

On how to promote the other aspects, such as health and education on YouTube, she stated that, online video is that, it used to fluctuate because it is not like the traditional media. “The messaging that people are trying to get out in video, has to be in a way that can relate and connect to them”, she noted.

“If that content is not engaging me in the first 5 seconds, 10 seconds, I move on, so, you have to make sure that the content is not only engaging, but relevant to me”, she explained.

Teju stated that, for any piece of content that is getting created, the content creator has to make sure that it is engaging and it carries a message. She stated that other things that should be at the back of the mind of video content creators include what will make those watching their content talk about it, like it, share it and as well as make them come back to them for more.

Referring to serious topics, such as health and education, Teju explained that these can be broken down into smaller consumable bits that people can comment with, that will make a big difference, no matter what the topic is. She gave examples of some engaging and interesting videos that were created by Africans that has been shared with her.

Teju stated that engaging videos in animation are not yet widespread in Africa, but it is obviously growing as a segment. She explained that, serious issues can be handled with animation, apart from using animation for cartoons for kids.

On her top tips for new content creators, Teju stated that her number one tip for new content creators, is to go online to the YouTube Creator Academy and go through the lessons and learn from there.

She stated that this is necessary because, there, you have all the tips and tricks that that other people have leveraged to succeed on YouTube.

Teju also explained that video contents on YouTube are owned by the content creators, who can upload content or remove their content anytime they want and it is free for everyone to do whatever they want to do.

 


Kindly share this post

Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

Broadcasting

NCAA Orders Overland Airways to Refund VAT Charged on 2025 Tickets

Published

on

Kindly share this post

Nigerian Civil Aviation Authority (NCAA) has directed Overland Airways to refund Value Added Tax (VAT) wrongly charged to passengers on flight tickets purchased in 2025.

NCAA Orders Overland Airways to Refund VAT Charged on 2025 Tickets

NCAA

The directive follows a social media complaint that highlighted the airline’s application of new tax policies to older bookings, prompting NCAA intervention.

Michael Achimugu, NCAA Director of Public Affairs and Consumer Protection, confirmed Friday that Overland Airways agreed to process refunds after receiving clarification from the Nigeria Revenue Service (NRS).

The issue emerged in late January 2026 when a passenger alleged on X (formerly Twitter) that her grandmother faced an extra N11,286 VAT charge at the airport for a 2025 ticket. On January 28, NCAA summoned the airline to justify the additional payments for pre-2026 tickets.

The regulator sought NRS guidance on retroactive VAT application. NRS ruled that updated VAT rules, effective January 1, 2026, exclude tickets issued before that date.

Achimugu updated on X: “This means passengers who paid VAT at check-in in 2026 for 2025 tickets were not supposed to be charged.”

Overland Airways accepted the clarification and pledged refunds, earning NCAA commendation for cooperation. Achimugu noted the airline initially viewed charges as valid under the new framework, but NRS interpretation prevailed.

“The issue has reached a satisfactory conclusion,” he stated, reaffirming NCAA’s commitment to passenger rights and fair policy enforcement.

Affected passengers who paid extra VAT on 2025-issued Overland tickets qualify for full refunds.


Kindly share this post
Continue Reading

Broadcasting

MultiChoice Suspends Yearly DStv Price Hike as Canal+ Pushes Growth

Published

on

Kindly share this post

MultiChoice has said that it will not implement its customary yearly price increase on DStv and GOtv subscriptions.

MultiChoice Suspends Yearly DStv Price Hike as Canal+ Pushes Growth

This is the first time the Pay-TV company will not be adjusting its price in April, as it has in previous years, signalling a clear shift in direction under its new owner, Canal+.

The decision, confirmed by David Mignot, group chief executive,MultiChoice in an interview with TechCentral, comes as the pay television operator grapples with steep subscriber losses across its markets.

For many households accustomed to annual April tariff adjustments, the announcement will be a welcome break.

Responding to questions about whether DStv prices would rise in April as they have in previous years, Mignot gave a firm response: there will be no increase.

He explained that the company’s immediate focus is on rebuilding its subscriber base, making this an unsuitable period to adjust prices upward.

He added that while there are no current plans for a price hike, the company has not completely ruled out adjustments later in the year, especially if economic conditions demand it, such as significant currency movements.

MultiChoice has historically reviewed and raised DStv subscription fees in April, often citing inflationary pressures and rising content costs. As recently as April 2025, bouquet prices were adjusted upwards by between 2.1 per cent and 7.9 per cent.

The DStv Premium package rose from R929 to R979 per month, while DStv Access, the entry-level satellite package, recorded one of the steepest increases.

This year’s pause represents a break from that pattern and forms part of a broader reset following Canal+’s acquisition of MultiChoice in September 2025.

Mignot, who brings three decades of experience in the pay television industry, summed up his mission in simple terms: halt subscriber losses and return the business to growth.

The urgency behind the move is evident in MultiChoice’s recent performance.

The group has lost 2.8 million linear broadcasting subscribers in the two years ended 31 March 2025, with roughly half of those losses occurring in South Africa.

In the financial year to end-March 2025 alone, MultiChoice shed 1.2 million subscribers, representing an eight per cent year-on-year decline and leaving the group with 14.5 million active customers.

The previous year saw an even steeper drop of 1.6 million subscribers. By June 2025, Canal+ indicated that the pace of decline had intensified further.

The financial impact has been significant. Revenue for the year ended 31 March 2025 declined by R4 billion to R52 billion, while trading profit fell sharply by 49 per cent to R4 billion.

According to Mignot, the company’s difficulties stem less from its programming slate and more from weaknesses in its commercial execution.

He argued that in subscription businesses, a churn rate of between 12 and 15 per cent annually is inevitable as customers relocate, experience job losses, adjust household budgets, or change priorities. Without attracting a comparable number of new subscribers each year, losses accumulate.

Mignot maintained that the content offering remains strong, particularly in sport and general entertainment. He cited flagship brands such as SuperSport, M-Net and Africa Magic as evidence of sustained investment in programming. However, he stressed that content strength alone cannot offset a weakening subscriber acquisition engine.

He noted that MultiChoice’s commercial machinery had performed robustly across Africa until around 2022, describing the current challenges as relatively recent.

Drawing on Canal+’s experience in French-speaking African markets, Mignot pointed out that pricing there has remained largely unchanged for close to 14 years, supported by a volume-driven approach. He described his strategy as one focused on growing subscriber numbers while maintaining profitability.

While he did not dismiss the possibility of reviewing prices downward in future, he indicated that no such decision has been taken.


Kindly share this post
Continue Reading

Broadcasting

Spotify Marks 5 Years in Nigeria with 163.5% Listening Surge, Afrobeats Boom

Published

on

Kindly share this post

Spotify marked five years in Nigeria since its February 2021 launch with dramatic year-on-year listening growth averaging 163.5% through 2025, featuring triple-digit surges early on and sustained momentum, propelled by Afrobeats streams rocketing +5,022% alongside booming genres like Amapiano (+10,330%), Gospel/Praise (+5,499%), Hip-hop/Rap (+3,020%), and R&B (+2,602%).

Spotify Marks 5 Years in Nigeria with 163.5% Listening Surge, Afrobeats Boom

Spotify

Indigenous language music listening surged +554% in Nigeria in 2024 and +87% in 2025, with global growth at +141% and +41% respectively, underscoring rising demand for local storytelling sounds.

The platform’s Nigerian artist roster expanded +158%, fueling a discovery boom where average listeners (aged 26) streamed 150 different artists recently; users created over 25 million playlists, logged 1.4 million play hours in 2025 alone, and streamed 59 billion podcast hours total.

Top Artists (2021-2025): Asake, Wizkid, Seyi Vibez, Burna Boy, Davido.

Top Songs: “Remember” (Asake), “Dealer” (Ayo Maff & Fireboy DML), “Awolowo” (Fido), “Kese (Dance)” (Wizkid), “Lonely At The Top” (Asake), “Joy is Coming” (Fido), “With You” (Davido feat. Omah Lay), “Terminator” (Asake), “MMS” (Asake feat. Wizkid), “Doha” (Seyi Vibez).

Nigeria’s debut stream was Shiga Lin’s Cantopop epitomizing borderless discovery from day one.


Kindly share this post
Continue Reading

Trending