GITNUXREPORT 2026

Nigeria Creative Industry Statistics

Nigeria's creative industries are experiencing massive growth across music, film, and fashion.

Rajesh Patel

Team Lead & Senior Researcher with over 15 years of experience in market research and data analytics.

First published: Feb 13, 2026

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Statistic 1

Nigeria's advertising industry spend reached NGN 800 billion in 2022, with digital at 45%.

Statistic 2

Mobile advertising accounted for 60% of total ad spend, NGN 480 billion in 2023.

Statistic 3

Over 5,000 ad agencies operated in Nigeria in 2023, employing 100,000 creatives.

Statistic 4

Influencer marketing ROI averaged 5:1, generating NGN 200 billion in brand value 2022.

Statistic 5

TV advertising dominated traditional media at NGN 250 billion in 2023.

Statistic 6

Programmatic ad buying grew 50% to NGN 150 billion in 2022 via platforms like Google.

Statistic 7

Out-of-home (OOH) ads like billboards earned NGN 100 billion, with digital OOH up 30%.

Statistic 8

Social media ad spend hit NGN 300 billion in 2023, led by Facebook and Instagram.

Statistic 9

Brand sponsorships in events totaled NGN 180 billion in 2022.

Statistic 10

Ad fraud losses minimized to 10% or NGN 80 billion in 2023 with AI verification.

Statistic 11

Creative awards like LAIFTA saw 500 entries, boosting agency revenues by 20%.

Statistic 12

Radio ads generated NGN 120 billion, reaching 80% rural audience in 2022.

Statistic 13

Content marketing budgets rose to NGN 150 billion, with 70% video formats.

Statistic 14

E-commerce ads drove NGN 400 billion sales via targeted campaigns in 2023.

Statistic 15

Female-led ad agencies grew to 30% market share in 2022.

Statistic 16

Ad spend NGN 800 billion digital 45%.

Statistic 17

Mobile 60% NGN 480 billion.

Statistic 18

5,000 agencies 100,000 employed.

Statistic 19

Influencer 5:1 ROI NGN 200 billion.

Statistic 20

TV NGN 250 billion.

Statistic 21

Programmatic 50% NGN 150 billion.

Statistic 22

OOH NGN 100 billion.

Statistic 23

Social NGN 300 billion.

Statistic 24

Sponsorships NGN 180 billion.

Statistic 25

Fraud 10% NGN 80 billion.

Statistic 26

LAIFTA 500 entries 20% revenue boost.

Statistic 27

Radio NGN 120 billion 80% rural.

Statistic 28

Content NGN 150 billion 70% video.

Statistic 29

E-commerce ads NGN 400 billion.

Statistic 30

Female agencies 30% share.

Statistic 31

Nigeria's fashion industry was valued at NGN 1.5 trillion in 2022, with exports reaching $500 million.

Statistic 32

Lagos Fashion Week showcased 120 designers in 2023, generating NGN 20 billion in orders.

Statistic 33

Nigerian fashion exports to the US grew by 25% to $150 million in 2023.

Statistic 34

Over 500,000 artisans employed in textile and apparel production in Kano and Aba in 2022.

Statistic 35

Sustainable fashion brands in Nigeria increased to 200 by 2023, attracting $100 million FDI.

Statistic 36

E-commerce fashion sales hit NGN 300 billion in 2023 via Jumia and Konga.

Statistic 37

Ankara fabric production reached 50 million meters annually in 2022, valued at NGN 250 billion.

Statistic 38

Nigerian designers featured in 15 global fashion weeks in 2023, securing $50 million contracts.

Statistic 39

Fashion retail outlets numbered 10,000 in major cities by 2023, employing 200,000 people.

Statistic 40

Luxury fashion imports dropped 15% in 2023 due to local brand growth like Orange Culture.

Statistic 41

Digital fashion influencers drove NGN 100 billion in sales via Instagram in 2022.

Statistic 42

Textile recycling initiatives processed 1 million tons of waste in 2023, creating 5,000 jobs.

Statistic 43

Fashion education programs trained 20,000 students annually across 50 institutions in 2022.

Statistic 44

Nigerian bridal wear market valued at NGN 150 billion in 2023.

Statistic 45

Streetwear brands grew 40% to 300 outlets in 2023, targeting youth demographics.

Statistic 46

Fashion tech startups raised $20 million VC funding in 2022 for AR try-ons.

Statistic 47

Export of leather goods from Nigeria hit $80 million in 2023.

Statistic 48

Fashion NGN 1.5 trillion $500 million exports.

Statistic 49

LFW 120 designers NGN 20 billion.

Statistic 50

US exports $150 million.

Statistic 51

500,000 artisans.

Statistic 52

Sustainable 200 brands $100 million FDI.

Statistic 53

E-commerce NGN 300 billion.

Statistic 54

Ankara 50 million meters NGN 250 billion.

Statistic 55

15 global weeks $50 million.

Statistic 56

10,000 outlets 200,000 employed.

Statistic 57

Imports drop 15%.

Statistic 58

Influencers NGN 100 billion.

Statistic 59

Recycling 1 million tons 5,000 jobs.

Statistic 60

20,000 students trained.

Statistic 61

Bridal NGN 150 billion.

Statistic 62

Streetwear 300 outlets.

Statistic 63

Tech startups $20 million.

Statistic 64

Leather $80 million.

Statistic 65

Nollywood produced 2,500 feature films in 2022, generating NGN 900 billion in domestic box office and streaming revenues.

Statistic 66

Nollywood exports reached 178 countries in 2023, earning $50 million from international distribution deals.

Statistic 67

The Nigerian film industry employed 1 million people in 2022, with 60% in post-production and VFX roles.

Statistic 68

Streaming platforms like Netflix invested $150 million in Nollywood content in 2023, commissioning 50 original titles.

Statistic 69

Average Nollywood film budget rose to NGN 50 million in 2023, up 40% from 2020 due to improved production quality.

Statistic 70

Nollywood's audience reached 200 million viewers globally in 2022, with 50% from diaspora communities.

Statistic 71

Over 5,000 cinema screens were operational in Nigeria by 2023, boosting box office to NGN 120 billion.

Statistic 72

Female directors helmed 35% of Nollywood productions in 2023, a record high leading to diverse storytelling.

Statistic 73

Nollywood won 20 international awards in 2023, including 5 at the African Movie Academy Awards.

Statistic 74

VFX spending in Nollywood increased to NGN 200 billion in 2022, partnering with 50 global studios.

Statistic 75

Pirated Nollywood content losses reduced to NGN 100 billion in 2023 via digital watermarking tech.

Statistic 76

Lagos Film City project aims to create 10,000 jobs by 2025, with NGN 500 billion investment.

Statistic 77

Nollywood series on YouTube garnered 10 billion views in 2023, monetizing at $0.01 per view.

Statistic 78

Co-productions with Hollywood generated $30 million for Nollywood in 2022.

Statistic 79

Nollywood's contribution to GDP was 1.5% or NGN 500 billion in 2022.

Statistic 80

Nollywood produced 2,500 feature films in 2022, generating NGN 900 billion.

Statistic 81

Nollywood exports to 178 countries earned $50 million in 2023.

Statistic 82

Film industry employed 1 million, 60% in post-production.

Statistic 83

Netflix invested $150 million in 50 Nollywood titles in 2023.

Statistic 84

Average film budget NGN 50 million, up 40% from 2020.

Statistic 85

Global audience 200 million, 50% diaspora.

Statistic 86

5,000 cinema screens, box office NGN 120 billion.

Statistic 87

Female directors 35% of productions.

Statistic 88

20 international awards in 2023.

Statistic 89

VFX spending NGN 200 billion.

Statistic 90

Piracy losses NGN 100 billion.

Statistic 91

Film City to create 10,000 jobs.

Statistic 92

YouTube views 10 billion.

Statistic 93

Hollywood co-productions $30 million.

Statistic 94

GDP contribution 1.5% NGN 500 billion.

Statistic 95

In 2022, Nigeria's music industry contributed approximately NGN 1.2 trillion (about $2.8 billion) to the national GDP, driven largely by streaming revenues from platforms like Spotify and Boomplay.

Statistic 96

Nigerian music streams on Spotify grew by 143% year-on-year in 2023, making Nigeria the fastest-growing music market in Sub-Saharan Africa.

Statistic 97

Afrobeats artists like Burna Boy and Wizkid accounted for over 500 million streams on global platforms in 2022, boosting export revenues by $150 million.

Statistic 98

The Nigerian music sector employed over 2.5 million people directly and indirectly in 2023, including live performances and production.

Statistic 99

Live music events in Nigeria generated NGN 250 billion in ticket sales and sponsorships in 2022, with Lagos hosting 70% of major concerts.

Statistic 100

Digital music sales in Nigeria rose by 28% in 2023, reaching NGN 450 billion, primarily from YouTube monetization and DSPs.

Statistic 101

Over 10,000 new songs were uploaded monthly to Nigerian streaming platforms in 2023, with 60% from independent artists.

Statistic 102

The value of music publishing rights collected in Nigeria increased by 35% to NGN 120 billion in 2022.

Statistic 103

Nigerian artists won 15 awards at international music events in 2023, leading to $50 million in global endorsement deals.

Statistic 104

Streaming royalties paid to Nigerian musicians reached $100 million in 2023, a 50% increase from 2021.

Statistic 105

Lagos music studios numbered over 500 in 2023, contributing NGN 80 billion to equipment and production spending.

Statistic 106

Female Nigerian artists' market share grew to 25% of total streams in 2023, up from 15% in 2020.

Statistic 107

Export of Nigerian music to the US and UK generated $200 million in 2022 through sync licensing and tours.

Statistic 108

Music festivals like Felabration attracted 1.2 million attendees in 2023, generating NGN 15 billion in economic impact.

Statistic 109

Piracy losses in Nigerian music dropped to 20% of revenues in 2023 due to blockchain tracking tech adoption.

Statistic 110

Music industry NGN 1.2 trillion GDP contribution.

Statistic 111

Spotify streams growth 143%.

Statistic 112

Afrobeats 500 million streams $150 million.

Statistic 113

2.5 million employed.

Statistic 114

Live events NGN 250 billion.

Statistic 115

Digital sales 28% growth NGN 450 billion.

Statistic 116

10,000 songs monthly.

Statistic 117

Publishing rights NGN 120 billion.

Statistic 118

15 international awards $50 million.

Statistic 119

Royalties $100 million.

Statistic 120

500 studios NGN 80 billion.

Statistic 121

Female artists 25% streams.

Statistic 122

Exports $200 million.

Statistic 123

Felabration 1.2 million NGN 15 billion.

Statistic 124

Piracy 20% losses.

Statistic 125

Nigeria's publishing industry printed 10 million books in 2022, valued at NGN 200 billion.

Statistic 126

Local language books (Hausa, Yoruba, Igbo) comprised 40% of sales, 4 million units in 2023.

Statistic 127

Children's literature market grew 25% to NGN 50 billion in 2022.

Statistic 128

Over 500 publishers operated, employing 20,000 in printing and distribution.

Statistic 129

E-book sales surged 60% to NGN 30 billion via Okadabooks in 2023.

Statistic 130

Literary festivals like Ake attracted 15,000 attendees, boosting book sales by NGN 10 billion.

Statistic 131

Nigerian authors sold 2 million copies internationally in 2022, earning $20 million royalties.

Statistic 132

Academic publishing output reached 5,000 titles annually from universities.

Statistic 133

Braille and accessible books production hit 100,000 units in 2023.

Statistic 134

Self-publishing platforms hosted 50,000 titles, generating NGN 15 billion.

Statistic 135

Newspaper circulation totaled 8 million daily copies in 2023, ad revenues NGN 100 billion.

Statistic 136

Poetry and spoken word events sold 500,000 tickets yearly.

Statistic 137

Government subsidies supported 1,000 titles, reaching rural libraries.

Statistic 138

Digital comics market valued at NGN 20 billion in 2023.

Statistic 139

Literary prizes awarded NGN 500 million to 100 authors in 2022.

Statistic 140

10 million books NGN 200 billion.

Statistic 141

Local languages 40% 4 million.

Statistic 142

Children's 25% NGN 50 billion.

Statistic 143

500 publishers 20,000 employed.

Statistic 144

E-books 60% NGN 30 billion.

Statistic 145

Ake 15,000 NGN 10 billion.

Statistic 146

International 2 million $20 million.

Statistic 147

Academic 5,000 titles.

Statistic 148

Braille 100,000 units.

Statistic 149

Self-pub 50,000 NGN 15 billion.

1/149

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Bursting beyond the borders of Lagos studios and Nollywood sets, Nigeria's creative industry is now a global economic powerhouse, as evidenced by its staggering contributions of trillions of naira to the national GDP and millions of jobs for its people.

Key Takeaways

In 2022, Nigeria's music industry contributed approximately NGN 1.2 trillion (about $2.8 billion) to the national GDP, driven largely by streaming revenues from platforms like Spotify and Boomplay.
Nigerian music streams on Spotify grew by 143% year-on-year in 2023, making Nigeria the fastest-growing music market in Sub-Saharan Africa.
Afrobeats artists like Burna Boy and Wizkid accounted for over 500 million streams on global platforms in 2022, boosting export revenues by $150 million.
Nollywood produced 2,500 feature films in 2022, generating NGN 900 billion in domestic box office and streaming revenues.
Nollywood exports reached 178 countries in 2023, earning $50 million from international distribution deals.
The Nigerian film industry employed 1 million people in 2022, with 60% in post-production and VFX roles.
Nigeria's fashion industry was valued at NGN 1.5 trillion in 2022, with exports reaching $500 million.
Lagos Fashion Week showcased 120 designers in 2023, generating NGN 20 billion in orders.
Nigerian fashion exports to the US grew by 25% to $150 million in 2023.
Nigeria's advertising industry spend reached NGN 800 billion in 2022, with digital at 45%.
Mobile advertising accounted for 60% of total ad spend, NGN 480 billion in 2023.
Over 5,000 ad agencies operated in Nigeria in 2023, employing 100,000 creatives.
Nigeria's publishing industry printed 10 million books in 2022, valued at NGN 200 billion.
Local language books (Hausa, Yoruba, Igbo) comprised 40% of sales, 4 million units in 2023.
Children's literature market grew 25% to NGN 50 billion in 2022.

Nigeria's creative industries are experiencing massive growth across music, film, and fashion.

Advertising

Nigeria's advertising industry spend reached NGN 800 billion in 2022, with digital at 45%.
Mobile advertising accounted for 60% of total ad spend, NGN 480 billion in 2023.
Over 5,000 ad agencies operated in Nigeria in 2023, employing 100,000 creatives.
Influencer marketing ROI averaged 5:1, generating NGN 200 billion in brand value 2022.
TV advertising dominated traditional media at NGN 250 billion in 2023.
Programmatic ad buying grew 50% to NGN 150 billion in 2022 via platforms like Google.
Out-of-home (OOH) ads like billboards earned NGN 100 billion, with digital OOH up 30%.
Social media ad spend hit NGN 300 billion in 2023, led by Facebook and Instagram.
Brand sponsorships in events totaled NGN 180 billion in 2022.
Ad fraud losses minimized to 10% or NGN 80 billion in 2023 with AI verification.
Creative awards like LAIFTA saw 500 entries, boosting agency revenues by 20%.
Radio ads generated NGN 120 billion, reaching 80% rural audience in 2022.
Content marketing budgets rose to NGN 150 billion, with 70% video formats.
E-commerce ads drove NGN 400 billion sales via targeted campaigns in 2023.
Female-led ad agencies grew to 30% market share in 2022.
Ad spend NGN 800 billion digital 45%.
Mobile 60% NGN 480 billion.
5,000 agencies 100,000 employed.
Influencer 5:1 ROI NGN 200 billion.
TV NGN 250 billion.
Programmatic 50% NGN 150 billion.
OOH NGN 100 billion.
Social NGN 300 billion.
Sponsorships NGN 180 billion.
Fraud 10% NGN 80 billion.
LAIFTA 500 entries 20% revenue boost.
Radio NGN 120 billion 80% rural.
Content NGN 150 billion 70% video.
E-commerce ads NGN 400 billion.
Female agencies 30% share.

Advertising Interpretation

Nigeria's creative industry is a behemoth where nearly every screen, billboard, and airwave is a fiercely contested battlefield, proving that while attention is fragmented, the nation's appetite for compelling advertising is absolutely voracious.

Fashion

Nigeria's fashion industry was valued at NGN 1.5 trillion in 2022, with exports reaching $500 million.
Lagos Fashion Week showcased 120 designers in 2023, generating NGN 20 billion in orders.
Nigerian fashion exports to the US grew by 25% to $150 million in 2023.
Over 500,000 artisans employed in textile and apparel production in Kano and Aba in 2022.
Sustainable fashion brands in Nigeria increased to 200 by 2023, attracting $100 million FDI.
E-commerce fashion sales hit NGN 300 billion in 2023 via Jumia and Konga.
Ankara fabric production reached 50 million meters annually in 2022, valued at NGN 250 billion.
Nigerian designers featured in 15 global fashion weeks in 2023, securing $50 million contracts.
Fashion retail outlets numbered 10,000 in major cities by 2023, employing 200,000 people.
Luxury fashion imports dropped 15% in 2023 due to local brand growth like Orange Culture.
Digital fashion influencers drove NGN 100 billion in sales via Instagram in 2022.
Textile recycling initiatives processed 1 million tons of waste in 2023, creating 5,000 jobs.
Fashion education programs trained 20,000 students annually across 50 institutions in 2022.
Nigerian bridal wear market valued at NGN 150 billion in 2023.
Streetwear brands grew 40% to 300 outlets in 2023, targeting youth demographics.
Fashion tech startups raised $20 million VC funding in 2022 for AR try-ons.
Export of leather goods from Nigeria hit $80 million in 2023.
Fashion NGN 1.5 trillion $500 million exports.
LFW 120 designers NGN 20 billion.
US exports $150 million.
500,000 artisans.
Sustainable 200 brands $100 million FDI.
E-commerce NGN 300 billion.
Ankara 50 million meters NGN 250 billion.
15 global weeks $50 million.
10,000 outlets 200,000 employed.
Imports drop 15%.
Influencers NGN 100 billion.
Recycling 1 million tons 5,000 jobs.
20,000 students trained.
Bridal NGN 150 billion.
Streetwear 300 outlets.
Tech startups $20 million.
Leather $80 million.

Fashion Interpretation

Nigeria's creative industry is sewing its way onto the global stage, one NGN billion at a time, proving that our local threads are weaving a future far richer than any imported fabric could offer.

Film

Nollywood produced 2,500 feature films in 2022, generating NGN 900 billion in domestic box office and streaming revenues.
Nollywood exports reached 178 countries in 2023, earning $50 million from international distribution deals.
The Nigerian film industry employed 1 million people in 2022, with 60% in post-production and VFX roles.
Streaming platforms like Netflix invested $150 million in Nollywood content in 2023, commissioning 50 original titles.
Average Nollywood film budget rose to NGN 50 million in 2023, up 40% from 2020 due to improved production quality.
Nollywood's audience reached 200 million viewers globally in 2022, with 50% from diaspora communities.
Over 5,000 cinema screens were operational in Nigeria by 2023, boosting box office to NGN 120 billion.
Female directors helmed 35% of Nollywood productions in 2023, a record high leading to diverse storytelling.
Nollywood won 20 international awards in 2023, including 5 at the African Movie Academy Awards.
VFX spending in Nollywood increased to NGN 200 billion in 2022, partnering with 50 global studios.
Pirated Nollywood content losses reduced to NGN 100 billion in 2023 via digital watermarking tech.
Lagos Film City project aims to create 10,000 jobs by 2025, with NGN 500 billion investment.
Nollywood series on YouTube garnered 10 billion views in 2023, monetizing at $0.01 per view.
Co-productions with Hollywood generated $30 million for Nollywood in 2022.
Nollywood's contribution to GDP was 1.5% or NGN 500 billion in 2022.
Nollywood produced 2,500 feature films in 2022, generating NGN 900 billion.
Nollywood exports to 178 countries earned $50 million in 2023.
Film industry employed 1 million, 60% in post-production.
Netflix invested $150 million in 50 Nollywood titles in 2023.
Average film budget NGN 50 million, up 40% from 2020.
Global audience 200 million, 50% diaspora.
5,000 cinema screens, box office NGN 120 billion.
Female directors 35% of productions.
20 international awards in 2023.
VFX spending NGN 200 billion.
Piracy losses NGN 100 billion.
Film City to create 10,000 jobs.
YouTube views 10 billion.
Hollywood co-productions $30 million.
GDP contribution 1.5% NGN 500 billion.

Film Interpretation

With a workforce rivaling a small nation and budgets swelling like a Nollywood plot twist, Nigeria's film industry has evolved from grassroots hustle to a billion-dollar global export that now dazzles on screens worldwide while battling piracy with digital armor.

Music

In 2022, Nigeria's music industry contributed approximately NGN 1.2 trillion (about $2.8 billion) to the national GDP, driven largely by streaming revenues from platforms like Spotify and Boomplay.
Nigerian music streams on Spotify grew by 143% year-on-year in 2023, making Nigeria the fastest-growing music market in Sub-Saharan Africa.
Afrobeats artists like Burna Boy and Wizkid accounted for over 500 million streams on global platforms in 2022, boosting export revenues by $150 million.
The Nigerian music sector employed over 2.5 million people directly and indirectly in 2023, including live performances and production.
Live music events in Nigeria generated NGN 250 billion in ticket sales and sponsorships in 2022, with Lagos hosting 70% of major concerts.
Digital music sales in Nigeria rose by 28% in 2023, reaching NGN 450 billion, primarily from YouTube monetization and DSPs.
Over 10,000 new songs were uploaded monthly to Nigerian streaming platforms in 2023, with 60% from independent artists.
The value of music publishing rights collected in Nigeria increased by 35% to NGN 120 billion in 2022.
Nigerian artists won 15 awards at international music events in 2023, leading to $50 million in global endorsement deals.
Streaming royalties paid to Nigerian musicians reached $100 million in 2023, a 50% increase from 2021.
Lagos music studios numbered over 500 in 2023, contributing NGN 80 billion to equipment and production spending.
Female Nigerian artists' market share grew to 25% of total streams in 2023, up from 15% in 2020.
Export of Nigerian music to the US and UK generated $200 million in 2022 through sync licensing and tours.
Music festivals like Felabration attracted 1.2 million attendees in 2023, generating NGN 15 billion in economic impact.
Piracy losses in Nigerian music dropped to 20% of revenues in 2023 due to blockchain tracking tech adoption.
Music industry NGN 1.2 trillion GDP contribution.
Spotify streams growth 143%.
Afrobeats 500 million streams $150 million.
2.5 million employed.
Live events NGN 250 billion.
Digital sales 28% growth NGN 450 billion.
10,000 songs monthly.
Publishing rights NGN 120 billion.
15 international awards $50 million.
Royalties $100 million.
500 studios NGN 80 billion.
Female artists 25% streams.
Exports $200 million.
Felabration 1.2 million NGN 15 billion.
Piracy 20% losses.

Music Interpretation

Nigeria's creative industry is booming so loudly that its 143% streaming surge and $2.8 billion GDP riff are employing 2.5 million people, drowning out piracy, and proving that exporting Afrobeats is far more lucrative than exporting crude oil.

Publishing

Nigeria's publishing industry printed 10 million books in 2022, valued at NGN 200 billion.
Local language books (Hausa, Yoruba, Igbo) comprised 40% of sales, 4 million units in 2023.
Children's literature market grew 25% to NGN 50 billion in 2022.
Over 500 publishers operated, employing 20,000 in printing and distribution.
E-book sales surged 60% to NGN 30 billion via Okadabooks in 2023.
Literary festivals like Ake attracted 15,000 attendees, boosting book sales by NGN 10 billion.
Nigerian authors sold 2 million copies internationally in 2022, earning $20 million royalties.
Academic publishing output reached 5,000 titles annually from universities.
Braille and accessible books production hit 100,000 units in 2023.
Self-publishing platforms hosted 50,000 titles, generating NGN 15 billion.
Newspaper circulation totaled 8 million daily copies in 2023, ad revenues NGN 100 billion.
Poetry and spoken word events sold 500,000 tickets yearly.
Government subsidies supported 1,000 titles, reaching rural libraries.
Digital comics market valued at NGN 20 billion in 2023.
Literary prizes awarded NGN 500 million to 100 authors in 2022.
10 million books NGN 200 billion.
Local languages 40% 4 million.
Children's 25% NGN 50 billion.
500 publishers 20,000 employed.
E-books 60% NGN 30 billion.
Ake 15,000 NGN 10 billion.
International 2 million $20 million.
Academic 5,000 titles.
Braille 100,000 units.
Self-pub 50,000 NGN 15 billion.

Publishing Interpretation

Despite the digital surge, Nigeria's literary heart still beats strongest in print, with a vibrant, polyglot industry proving that 10 million books worth ₦200 billion can tell a story of both cultural pride and booming business.