Nigeria's Digital Media Traffic Drops 26% Amid AI Shift

According to a report by SquirrelPR, Nigeria's digital media ecosystem experienced a significant decline in total readership traffic, dropping by 26.2% from 1.04 billion visits in 2024 to 769 million in 2025. This shift reflects a major transformation in audience consumption patterns influenced by artificial intelligence (AI).

The report, co-founded by Jonah Solomon, indicates that traditional digital media models, which relied on click metrics, are becoming obsolete. Keni Akintoy, CEO and lead strategist, described this evolution as a fundamental change in how content is consumed, with users increasingly finding information directly through AI-powered searches, reducing the need to visit original sources.

The report emphasizes the importance of credibility and trust in content, as audiences prioritize quality over mere traffic numbers. Other industry leaders, including M.

Yiwa M. Tuluko and Rashe Bolarinwa, noted that brands are focusing more on trust and quality in their communications, while the role of micro-influencers in shaping narratives is growing.