Nigeria’s digital media traffic dropped by 26.2 per cent in 2025, according to the SquirrelPR RANKED 2026 report.
The report shows total visits fell from 1.04 billion in 2024 to 769.2 million in 2025.
Experts say the decline is not a crisis. It reflects how people now consume content.
More users get answers directly from AI-powered search and social feeds. Many no longer click through to news websites.
Speaking at the launch in Lagos, SquirrelPR co-founder, Jonah Solomon, said PR and media decisions must now be driven by data.
“You need to become forensic,” he said. “It’s a science. And without data, you really don’t know what you’re doing.”
He added that falling traffic does not mean failure.
“It simply means that the audiences have moved upstream, and you need to find out how to reach them,” Solomon said.
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Keni Akintoye, CEO of KT Communications, said old metrics like clicks and impressions are losing value.
“For years, we understood digital media performance through a familiar lens, but today, the signals are different,” he said.
According to him, many users now consume content without visiting the original source.
“They’re consuming content, forming opinions without arriving at the source,” he said.
Akintoye said influence now depends more on trust.
“It is no longer who publishes. It is who is believed,” he added.
The report analysed 131 platforms using tools such as Similarweb and Google Analytics.
It found that while traffic is dropping, domain authority, a measure of trust, is becoming more important.
Overall, the report shows Nigeria’s media space is changing, not shrinking.