Over 70% of Nigerian Faith Creators Earn No Revenue

A report by the Creative Economy Practice at CcHUB, supported by the Gates Foundation, reveals that over 70% of faith-based content creators in Nigeria earn no revenue from digital platforms. The study focused on faith-based storytelling across film, television, and digital content in Nigeria and Kenya, specifically examining channels in Lagos, Abuja, Kano, and Port Harcourt.

Researchers analyzed 75,234 YouTube records, narrowing it down to 8,334 Nigerian channels, with 42% classified as faith-based. The report highlights that individual creators make up 92.3% of these channels, while organizations account for 7.7%.

It also notes that 5% of respondents choose not to monetize their content. The gender representation in Nigeria's faith-based media remains conservative, with men often depicted in authority roles.

Additionally, 38.73% of storytellers focus on faith and gender content, but this group has the lowest audience reach, with most channels receiving fewer than 10,000 views. The report underscores the influence of faith-based institutions in various societal aspects beyond worship.