Sometime in January 2025, James returned to his home in Egbeda, Lagos, after a long day of crunching numbers for a digital bank, and stumbled upon a video live streaming on YouTube while looking for something longer than a TikTok but shorter than a Netflix series. The stream featured a boy with a shaggy hairstyle and the Nigerian football legend, Austin Jay Jay Okocha. While he does not remember what the former Super Eagles footballer did on that stream, James has since become a fan of the stream host, IshowSpeed and streaming content in general.
James (not real name) is the average, cool, young Nigerian with access to manageable internet and the content available for consumption. In the dynamic landscape of African entertainment, a quiet revolution has been brewing, one that promises to redefine how content is consumed, created, and monetised.
While most people think of on-demand services like Netflix and Showmax when discussing streaming, a new wave of live streaming platforms, particularly Twitch, is rapidly gaining traction, especially in Nigeria. This shift, driven by global trends and local ingenuity, is creating unprecedented opportunities for creators and fundamentally altering the fabric of digital engagement across the continent.
Recently, I delved into this burgeoning phenomenon, exploring the mechanics behind its growth and its profound implications for the African entertainment industry. The insights gleaned suggest that we are on the cusp of a massive boom, one that mirrors the explosive growth witnessed by platforms like TikTok just a few years ago during the COVID-19 pandemic.
How Twitch moved from Gaming Corridors to Everyday Life
For many, Twitch remains synonymous with gaming. Indeed, its initial boom in regions like the United States and South Africa was largely propelled by the gaming community. However, what we are now witnessing, particularly in Nigeria and other parts of Africa, is an expansion far beyond competitive gaming. The emergence of global live streaming icons such as Kai Cenat, IShowSpeed, AdIn Ross, Peller, Shank Comics, Carter Efe, and others has introduced a new dimension: In-Real-Life (IRL) streaming.
IRL streaming, where creators broadcast their daily activities, travels, and interactions, is transforming how audiences connect with their favourite personalities. This unscripted, raw, and often chaotic form of content offers a level of authenticity that polished, pre-produced videos often lack.
Chukwudi Chinwetalu, a Content specialist who helped Opera News and TikTok attract and retain the attention of millions of young Africans, explained to Netng that even established content creators who once focused solely on edited videos are now integrating IRL streams, recognising their power to build deeper, more engaged communities.
This trend is reminiscent of TikTok’s meteoric rise in 2020, but streaming is gaining this traction even without the pandemic. During the global lockdowns, TikTok’s user base in Nigeria surged, reaching a 33% market share as people sought entertainment and connection from home. Early adopters and creators who embraced the platform’s unique format gained a significant first-mover advantage, becoming household names and setting the stage for a broader content creation boom.
Nigerian creators, who have conquered platforms like Instagram, YouTube, and TikTok, are now strategically positioning themselves on streaming platforms like Twitch and YouTube. A prime example is Shank, a prominent Nigerian content creator who is leveraging his existing influence and connections with international streamers like Kai Cenat to become a leading figure in African live streaming.
This isn’t merely about broadcasting; it’s a calculated move, often supported by the platforms themselves, as an insider at a prominent social media platform disclosed under the condition of anonymity to protect relationships. Social media companies are actively reaching out to these influential creators, offering support and collaboration to drive Daily Active Users (DAU) and Daily New Users (DNU), they claim.
This makes sense because when a creator like Shank produces a lot of relatable content on Twitch, it makes it a significant platform for his users, so more people download the app, leading to increased user retention as fans tune in for his engaging IRL streams. This symbiotic relationship between platform and creator is a powerful engine for growth, but when Netng reached out to Twitch regarding such arrangements, the US-based platform refused to comment, citing the holiday.
While Shank is gaining a lot of attention for his streams at the moment, other established Nigerian creators like Santi, Nasty Blaq, Peller, Lord Lamba, and Carter Efe are also thriving with live streaming. The allure is clear: direct monetisation opportunities through subscriptions, gifts, and direct payments, which often offer a more immediate and substantial income stream compared to traditional social media monetisation models. This financial incentive, coupled with the low barrier to entry on platforms like Twitch and Kick (a direct competitor), is setting the stage for what could be a massive boom in the next 6 to 18 months.
Unlike traditional platforms such as YouTube and Facebook, where creators often need to meet specific thresholds for followers and watch hours before qualifying for monetisation, live streaming platforms like Twitch offer a lower barrier to entry for earning revenue.
On Twitch and Kick, creators can receive direct subscriptions from their viewers, with a significant percentage of the subscription fee going directly to the creator. This direct support model, coupled with instant gifting features, provides a consistent and often substantial income stream. As Chinwetalu highlighted, “These monies are instant. They have people gifting them on steady.” This contrasts sharply with the often delayed and more complex monetisation processes of older social media platforms like YouTube and even TikTok, where you need to have a thousand followers before you can go live..
Beyond direct financial gains, live streaming opens up unparalleled global collaboration opportunities. IshowSpeed, who started his streaming career by playing football video games, interviewed Gianni Infantino, the FIFA president, in his bedroom ahead of the 2025 FIFA Club World Cup. The willingness of global figures, such as the FIFA president, Kevin Hart, Paul Pogba, Snoop Dogg, Davido, and even Wizkid, to engage with streamers like IShowSpeed and Shank for viewership and young audience retention shows the immense collaborative potential.
These opportunities are far more prevalent and impactful for streamers than for traditional content creators, offering access to broader audiences and significant brand partnerships.
Unscripted Reality and Personality-Driven Content now driving Live Streaming
The appeal of live streaming, particularly IRL content, lies in its unscripted nature and the raw authenticity it offers. Let’s be honest, you may question the entertainment value of watching someone simply “live their life,” but the success of short-form content like “Get Ready With Me” videos on TikTok provides a clue. Audiences are drawn to the relatable, unpolished aspects of everyday life, seeking insights into personal styles, routines, and decision-making processes.
For instance, gaming streams offer more than gameplay because viewers observe a streamer’s skill sets, learn strategies, and navigate challenging game stages. This educational aspect, combined with the sheer personality and character that streamers bring, creates a unique and engaging experience.
The truth is, it really depends on the personality of the streamer. The ability of streamers to be their unscripted, often eccentric selves resonates deeply with audiences, offering a refreshing alternative to overly polished content. This phenomenon is akin to the enduring popularity of reality TV.
Just as viewers are captivated by the unscripted drama and genuine interactions on shows like Keeping Up with the Kardashians or Big Brother Nigeria, they are drawn to the real-time, unfiltered lives of streamers. This pseudo-reality TV experience, particularly appealing to the Gen Z demographic, fosters a sense of connection and relatability that scripted content often struggles to achieve.
However, this unscripted nature also presents challenges. The immediate and unfiltered environment means that creators are constantly under scrutiny, and missteps can lead to severe consequences, including platform bans.
Niche, Growth, and the Road Ahead for Nigerian streamers
For aspiring Nigerian streamers, the path to success, while seemingly low-barrier, still requires strategic thinking. The key is to start with a niche. Whether it’s reacting to sports highlights, discussing current affairs, or engaging in specific gaming content, a focused approach helps attract and retain viewers.
The Nigerian streaming market is poised for significant growth. The increasing internet and mobile penetration across the nation provides a fertile ground for this expansion. Data from Statista indicates that revenue in the Streaming market in Africa is projected to reach US$5.4 million by the end of 2025, with an expected annual growth rate of 7.46% through 2029. User penetration is also projected to increase, reaching 7.6% by the end of 2025.
While international players like Netflix, Showmax and Prime Video dominate in terms of market penetration across Africa, emerging local champions are making significant strides by focusing on local content. Nigeria, with its vibrant entertainment industry, is a key market for content production, contributing a substantial number of local titles to streaming services. However, challenges remain, particularly concerning data costs and the need for more localised content strategies from global platforms.
Despite these hurdles, the stage is set for a massive boom in live streaming in Nigeria. Artistes are exploring collaborations with streamers to promote their music, and the general public is increasingly drawn to the authentic, personality-driven content offered by live streamers. The low barrier to entry for monetisation, coupled with the growing appetite for unscripted, real-time content, positions Nigeria at the forefront of Africa’s live streaming revolution.
