Connected TV Advertising Statistics in Nigeria (2026)

Nigeria's connected TV advertising sector is experiencing rapid growth, driven by increased internet penetration and smartphone adoption. With an ad spend of approximately USD 120 million, brands are shifting budgets toward connected TV platforms to reach urban and tech-savvy audiences. The 45% household penetration indicates a broad consumer base for targeted advertising efforts, with digital ad budgets now constituting over a third of total digital marketing investments.

Consumers in Nigeria are engaging more with connected TV, averaging around 2.5 hours daily, which presents significant opportunities for advertisers to deliver immersive and personalized content. The rising number of advertisers, currently at 250, reflects a growing recognition of connected TV’s potential for brand visibility and engagement, especially in major cities where digital infrastructure is well established.