Broadcasting
Reality TV Landscape in Nigeria: The MultiChoice Impact

By Chigoziem Dike
Conversations around the appropriateness of reality shows in the Nigerian society usually elicit controversy, as different individuals strongly offer their arguments for or against the production and broadcasting of a new season of an existing show or the creation of a new one.

Without a doubt, reality shows are fast gaining acceptance among Nigerian audiences across the various socio-economic classes. A careful observation of the high audience participation recorded for these shows as well as the traction they gain in the mainstream and online media provide enough evidence.
In fact, the emergence of reality shows is not a recent trend. The earliest reality shows in Nigeria can be traced to 2003 when the Nigerian Breweries introduced ‘Gulder Ultimate Search’. This opened a gateway for other fan favourites such as ‘Big Brother Naija’, ‘Nigerian Idol’, amongst others.
However, after the Nigerian economy slipped into recession in 2016 following a recurrent drop in the global price of oil beginning from mid-2014, most of these shows were either suspended or discontinued in line with the economic realities of the country.
On the flip side, the absence of these shows left the Nigerian audience thirsting for their comeback. Regardless of the economic realities of the day, entertainment is considered an integral part of daily life for many Nigerians.
Based on demand and a desire to reinvigorate the reality show landscape in Nigeria, MultiChoice Nigeria announced the second season of the Big Brother Naija (BBNaija) show in 2016, ten years after its first season in 2006.
The show became an instant success attracting millions of viewers both in Nigeria and outside the country. Subsequent editions of the show further confirmed its position as a highly anticipated television show.
According to MultiChoice, the 2020 edition of BBNaija tagged, ‘lockdown’, garnered over 900 million votes for contestants across various platforms. The 2021 edition surpassed it by 300 million votes.
As such, the success of the Big Brother Naija show has reopened a gateway for other reality shows designed to thrill, educate and entertain the Nigerian audience. Some of these include the recently reintroduced ‘Gulder Ultimate Search’ and ‘Nigerian Idol’, Others include the legal reality show ‘Judging Matters’ and the adrenaline pumping and physically intense reality TV show,‘The Rush’,, amongst others.
While some argue that reality shows encourage moral decadence, vanity and profanity; some others argue that the popularity of reality shows in Nigeria spurred by MultiChoice holds more prospects than consequences.
Similarly, reality shows reflect the predominant culture, norms, ideals and conversations in society. It may be safe to argue that society is mirrored on these shows. Likewise, many of these shows are structured to also benefit the audience financially through frequent giveaways.
Regardless of the arguments against reality shows in Nigeria, evidence suggests that the gains far outweigh the negatives of reality shows.
Through the production and promotion of reality shows, MultiChoice is consistently providing the Nigerian audience with valuable entertainment and informative content. For instance, reality shows like ‘The Rush’ revolve around adventurous content and healthy competition to entertain viewers.
Additionally, reality shows have proven to provide a veritable platform for talented individuals. We have witnessed talented acts such as Bisola Aiyeola and Laycon breaking into the entertainment industry to talented chefs like Miyonsea Amosu becoming stronghold brands.
There is no denying the chain of economic impact created by these shows. The Marketing Communications industry has gained immensely in this regard. For example, brands have been spurred to increase their advertising spend to create resonating commercials and secure coveted slots on these shows.
One cannot also ignore how the Nigerian economy stands to benefit from the emergence of entrepreneurs like Mercy Eke , Nengi Hampson, Lilo Aderogba, Dorathy Bachor.
It is safe to say that MultiChoice has ignited a fire that would be hard to quench. Reality shows are here for the long haul. Just like it is generally accepted for a coin to have two sides, critics must accept that reality shows bring more gains than pains.
Dike, a public affairs analyst, writes from Lagos
Broadcasting
Canal+ to Cut Jobs as Part Sweeping Restructuring

Canal+ is to cut jobs at MultiChoice as part of a sweeping restructuring plan aimed at stabilising the African pay-TV operator, following years of operational and financial pressure.

The move comes alongside a planned $115 million capital injection, underscoring the urgency of efforts to revive the business after the French media group took control.
The planned layoffs are expected to form a core element of a broader cost-cutting and efficiency drive, as Canal+ seeks to streamline MultiChoice’s operations and improve profitability.
The restructuring signals a shift toward leaner operations, with a focus on eliminating redundancies and optimising the company’s cost base.
MultiChoice has struggled in recent years with declining subscriber numbers across key African markets, weighed down by macroeconomic pressures, currency volatility, and changing consumer behaviour.
The rise of global streaming platforms has intensified competition, chipping away at the company’s traditional pay-TV dominance.
Canal+’s intervention marks a pivotal moment for MultiChoice, reflecting a more aggressive approach to repositioning the business.
By combining fresh capital with structural reforms, the new owners are aiming to both stabilise short-term performance and lay the groundwork for longer-term growth.
The $115 million injection is expected to provide immediate financial relief, supporting operations and potential strategic initiatives.
However, the accompanying job cuts highlight the depth of the challenges facing the company and the scale of transformation required to restore competitiveness.
Broadcasting
Nigeria tops global rankings for USDT, USDC ownership

Nigeria has ranked first globally in the ownership of the two largest stablecoins, Tether (USDT) and USD Coin (USDC), reflecting the country’s growing reliance on dollar-linked digital assets.

USDT, USDC
Stablecoins such as USDT and USDC are designed to maintain a fixed value against the U.S. dollar, allowing users to store money digitally while avoiding the price volatility associated with cryptocurrencies like Bitcoin.
According to the 2026 Stablecoin Utility Report released by BVNK, about 59 percent of Nigerian crypto users hold USDT, while 48 percent own USDC, giving the country the highest combined ownership rate among all nations surveyed.
The report placed Nigeria ahead of several major economies, including Australia and India, highlighting the country’s strong adoption of dollar-denominated digital assets. Australia ranked second with 34 percent USDT ownership and 29 percent USDC, while India placed third with 30 percent USDT and 27 percent USDC holdings.
The study also examined adoption levels across other regions. Countries such as Colombia and Singapore showed strong usage of both stablecoins, while adoption levels were also notable in South Africa and the United States.
Other markets included in the analysis were Philippines, Thailand and Argentina, where stablecoin ownership has also increased significantly. Among European economies, the report said France and Germany showed moderate levels of adoption, while Latin American markets such as Mexico and Brazil recorded smaller but growing usage rates.
The United Kingdom also appeared in the ranking with modest levels of stablecoin ownership. The report noted that USDT ownership exceeds USDC in many countries, including Nigeria, Australia, India, Singapore, the Philippines, Thailand, Argentina and France.
However, USDC is often viewed as a more compliance-focused stablecoin because of its stronger transparency and regulatory alignment. In some markets, including South Africa, Colombia, Germany and Brazil, the report found that USDC adoption slightly exceeds USDT.
More broadly, the data suggests that stablecoin adoption is being driven largely by emerging economies rather than advanced financial markets. According to the report, countries such as Nigeria, Argentina and the Philippines are among the biggest users of stablecoins, where people increasingly rely on dollar-pegged digital assets to protect savings from currency volatility and facilitate cross-border payments.
Broadcasting
Spotify’s Loud & Clear Report Reveals Over ₦60Bn Revenue for Nigerian Artists in 2025

Spotify has unveiled Nigeria-specific data from its annual Loud & Clear report, highlighting how Nigerian artists generated more than ₦60 billion in revenue from the platform alone last year, amid explosive growth in streams, local consumption, and global discovery.

The report, which analyzes millions of data points to illuminate music streaming economics, shows Nigerian artists’ revenue surged over 140% in the past two years.
This boom stems from rising global appeal and stronger domestic engagement, with 30.3 billion streams and 1.6 billion listening hours on Spotify in 2025. First-time discoveries of Nigerian music hit 1.3 billion, up 26% from 2024.
Locally, Nigerian tracks dominated Spotify Nigeria’s Daily Top 50, accounting for over 80% of features, while consumption of homegrown artists jumped 170% year-on-year.
“Nigeria’s music scene thrives on creativity, innovation, and global influence,” said Jocelyne Muhutu-Remy, Spotify’s Managing Director for Africa. “Loud & Clear spotlights how artists are forging sustainable careers and deepening local ties.”
Key highlights include:
55% year-on-year growth in local streams for Nigerian female artists.
75% surge in streams for independent Nigerian artists.
Independents and indie labels earning 58% of all royalties from Nigerian artists on Spotify.
Spotify’s editorial playlists featured nearly 2,000 Nigerian artists in 2025, boosting visibility. Nigerian music appeared in 320 million global user playlists and over 12 million in Nigeria, totaling more than 60 million playlists worldwide.
The report also notes evolving tastes, with top-growing genres in Nigeria over five years including pop urbaine, alternative pop, anime, emo, and drill.
For full details, visit spotify.com/loudandclear.
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