Onome Amuge
YouTube has released its annual snapshot of the trends shaping Nigerian viewing habits, revealing a year dominated by Afrobeats, gospel anthems and a fast-maturing Nollywood creator economy that continues to command global attention. The 2025 Top Lists, published recently, showcase how firmly Nigeria has cemented its status as one of the video platform’s most dynamic markets — both in terms of music consumption and long-form storytelling.
The company also introduced a new personalised feature, YouTube Recap, which it hopes will deepen user engagement by offering viewers a curated summary of their year on the platform, including their top-watched channels, most-searched themes and even a “personality type” based on viewing patterns.
Nigeria’s music charts in 2025 reflected a blend of spiritual resonance and the high-octane rhythms that have made Afrobeats a global export. The most-watched video of the year was No Turning Back II by Gaise Baba and Lawrence Oyor, a gospel collaboration whose momentum points to the growing digital footprint of faith-driven content.
Shallipopi, one of the year’s fastest-ascending stars, claimed two positions in the top ten, including the second-placed “Laho”. Davido’s With You, featuring Omah Lay, also secured strong traction, appearing twice in the rankings with both the official video and a visualiser version making the list.
Olamide, Seyi Vibez, Asake and Young John featured prominently with the blockbuster collaboration 99, while Wizkid, Rema and Chella rounded out a line-up that reflects both the depth and diversity of Nigeria’s contemporary soundscape.
The prominence of visualisers alongside full productions signals shifting viewer behaviour, as even lower-budget releases now pull in industrial-scale audiences, reinforcing Nigeria’s role as one of YouTube’s most music-intensive markets.
Away from music, the platform’s top creators signal continued momentum in Nollywood’s digital evolution. Omoni Oboli TV, Itelediconstudio and Uchenna Mbunabo TV led the list of most-watched creators, driven by serialized dramas, relationship-focused storylines and family-centred narratives that translated strongly to online audiences.
The continued climb of independent filmmakers and production houses underscores a deeper structural shift. Where traditional distributors once dominated Nigeria’s film and comedy ecosystem, YouTube has increasingly become the go-to platform for creators seeking both visibility and revenue diversification. Channels such as RuthKadiri247, Sonia Uche TV and Maurice Sam TV exemplify a wave of talent bypassing conventional release cycles to reach audiences directly.
The inclusion of comedian Brain Jotter in the top ten also reflects the broadening of Nigeria’s creator economy. Short-form humour, skits and situational comedy have become among the most shareable formats on the platform, offering an accessible entry point in a market where data costs remain a constraint.
With YouTube Recap, the company is moving to bring the platform’s expansive cultural reach down to the level of individual user behaviour. Similar to year-end summaries offered by rival platforms, Recap creates a “shareable story” of each user’s year, highlighting not only their habits but also their fandom ranking. The feature introduces 14 “personality types”, from the “Sunshiner” to the “Adventurer”, each tied to viewing preferences.
The initiative is seen to deepen loyalty in one of the platform’s fastest-growing markets at a time when global competition for attention is intensifying. Users can access their recap via a banner on the YouTube app.
Addy Awofisayo, YouTube’s Head of Music for Sub-Saharan Africa, said the 2025 lists reflected a creative energy that is undeniable, adding that Nigeria’s musicians and filmmakers are creating content that resonates globally. The new Recap feature, she said, would give users a “fun, personal way to celebrate the videos that shaped their year”.
