Exclusion of Africa’s biggest creator market sparks debate over digital rights, platform economics and youth inclusion as experts call for policy action.
TikTok’s 2025 update to its global Creator Rewards Program has stirred frustration across Nigeria after the country—Africa’s largest creator market—was excluded from the latest rollout. Only Morocco, Egypt and South Africa qualified, shutting out millions of Nigerian creators who help drive global digital trends but remain unable to earn directly from the platform.
Industry analysts say the omission reinforces long-standing concerns about how global digital platforms engage African markets. Nigeria, home to some of the continent’s most viral Afrobeats challenges, comedy formats, fashion trends and cinematic content, contributes heavily to TikTok’s cultural footprint but remains outside its monetization framework.
The issue was amplified by technology-policy expert Basil Udotai, whose recent LinkedIn commentary has gained traction across policy and creative circles. “TikTok does not pay content creators directly in Nigeria,” he wrote, describing what he calls a structural exclusion similar to the early-2000s episode when GoDaddy suspended Nigerian users before the government intervened.
Creators say the platform’s verification systems, payout restrictions and inconsistent eligibility rules leave them trapped in loops that ultimately disqualify Nigeria from participating. “The system leaves many Nigerians confused or silently rejected,” Udotai said.
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For filmmakers like Gift Rogers, the exclusion has real economic consequences. “Imagine the growth if Nigerian creators could directly monetize globally. It would open doors for better production and sustainable careers,” she said, noting her reliance on brand partnerships to stay afloat.
Experts point to deeper structural issues. Nigeria’s digital platforms face FX limitations, compliance uncertainty, and ad-hoc regulation—factors that may influence TikTok’s cautious market posture. Critics argue that without coordinated government engagement, global companies default to risk-avoidance strategies that sideline entire markets.
Technology consultant Venus Tawiah says TikTok’s approach fits a wider pattern in which African markets are prized for cultural output but sidelined in economic participation. She advises creators to treat TikTok as an amplification tool rather than a guaranteed income source. “Use TikTok for reach and lean on channels that pay—or build our own,” she said.
Some entrepreneurs are already taking that path. Idris Mamukuyomi, founder of the upcoming creator-tech platform Singforus, believes Nigeria’s exclusion should trigger innovation. “We have the creators and the culture—but not the monetization architecture,” he said.
Policy analysts warn that Nigeria lacks a national digital-economy strategy to ensure citizens benefit from the enormous data and economic value generated on global platforms. They urge proactive engagement with TikTok, similar to past successful interventions.
For now, millions of Nigerian creators will continue powering global engagement without direct compensation. But the widespread reaction to TikTok’s 2025 update signals a growing resolve across the sector: Nigeria can no longer remain culturally indispensable yet economically excluded.
