Nigeria Tops Africa in News Creator Attention at 61% of Social Media Users

TL;DR: Nigeria leads Africa with 61% of social‑media users following news creators, ahead of Kenya’s 58% and South Africa’s 39%.

Context The Reuters Institute’s 2025 Digital News Report shows African users turning to creators for news more than peers in Europe or Japan. In Nigeria, Kenya and South Africa, young audiences are abandoning traditional outlets for short‑form video and TikTok explainer clips.

Key Facts - 61% of Nigerian social‑media users say they pay attention to news creators; Kenya follows at 58%, while South Africa lags at 39%. - South African creator Amahle‑Imvelo Jaxa credits traditional media as the source of her content, noting she would not exist without it. - Kenyan historian‑turned‑creator Valerie Keter’s Instagram video “Why Europe Colonised Africa Easily” has amassed 3.7 million views, illustrating the reach possible on social platforms. - Jaxa’s viral TikTok on South African peacekeepers earned 100,000 followers in three days, propelling her from entrepreneurship to full‑time news commentary. - Kenya’s high mobile penetration and youthful demographics fuel creator growth, according to data analyst Norbert Mburu.

What It Means Nigeria’s lead suggests a rapidly shifting news ecosystem where creators command a majority of attention. The reliance on traditional media for source material, as Jaxa admits, indicates a hybrid model rather than a wholesale replacement. Kenya’s success stories, exemplified by Keter’s millions‑view video, show that culturally resonant content can rival legacy outlets in engagement.

South Africa’s lower figure highlights a digital divide; 21% of households lack internet access, limiting creator reach. As creators monetize through brand deals and platform partnerships, their influence on public discourse will likely expand.

Looking ahead, monitor how advertising spend and platform algorithms adapt to creator‑driven news, and whether Nigeria’s momentum spurs similar growth in other African markets.