Feature/OPED
From Pixels to Popularity: The Impact of Technology on Media Consumption

Introduction:
The landscape of media consumption has undergone a significant transformation in recent years, thanks to advancements in technology. The rise of NordensTV digital media, streaming services, social media platforms, and mobile devices has revolutionized the way we access and engage with content. This article explores the profound impact of technology on media consumption, from the shift towards digital platforms to the emergence of influencers and the challenges faced by content creators.
The Evolution of Technology in Media Consumption
The Rise of Digital Media
The advent of digital media marked a turning point in the way people consume content. With the proliferation of smartphones, tablets, and personal computers, accessing news, entertainment, and information became more convenient and instantaneous. Traditional media outlets quickly recognized the need to adapt to the digital age, leading to the establishment of online platforms and the integration of multimedia elements.
Streaming Services and On-Demand Content
The rise of streaming services, such as Netflix, Hulu, and Amazon Prime Video, has revolutionized the way we watch television shows, movies, and documentaries. These platforms offer on-demand content, allowing viewers to access their favorite shows anytime, anywhere. The convenience of streaming services has led to a decline in traditional television viewership and a shift towards personalized entertainment experiences.
Social Media and User-Generated Content
Social media platforms, such as Facebook, Instagram, Twitter, and YouTube, have transformed media consumption by giving individuals the power to create and share content. User-generated content has become increasingly popular, with people sharing their opinions, experiences, and creativity with a global audience. This democratization of content creation has challenged traditional media channels and empowered everyday individuals to become influential voices.
The Influence of Technology on Traditional Media
The Decline of Traditional Television
Traditional NordensTV television networks have faced significant challenges due to the emergence of digital platforms. Viewers now have a wide range of options, including streaming services, online video platforms, and even social media live streams. The decline in traditional television viewership has forced networks to rethink their strategies and adapt to changing audience preferences.
Print Media in the Digital Age
The print media industry has also experienced a profound impact from technology. As more readers turn to digital platforms for news and information, newspapers and magazines have had to establish their online presence and develop new revenue models. However, the tactile experience of reading a physical newspaper or magazine still holds appeal for some, and print media continues to find ways to coexist with digital alternatives.
The Transformation of Radio
Radio has undergone a significant transformation in the digital age. With the advent of podcasting, internet radio, and music streaming services, listeners now have access to a vast array of audio content. Podcasts, in particular, have gained immense popularity, allowing individuals to explore niche topics and listen on their own schedules. The radio industry has adapted by embracing digital platforms and integrating them into their programming.
Changing Audience Behavior and Consumption Patterns
Mobile Devices and On-the-Go Entertainment
The widespread adoption of smartphones has given rise to on-the-go entertainment consumption. With the power of a computer in their pockets, people can watch videos, listen to music, and browse social media while commuting or traveling. Mobile apps have become a central hub for media consumption, offering seamless experiences tailored to the capabilities of mobile devices.
Personalized Recommendations and Algorithms
Technology has enabled personalized recommendations and algorithms that curate content based on user preferences and behaviors. Streaming platforms, social media, and online stores utilize sophisticated algorithms to suggest relevant content to users, increasing engagement and creating a more tailored experience. This level of personalization has transformed how we discover and consume media.
Interactive and Immersive Experiences
Technological advancements, such as virtual reality (VR) and augmented reality (AR), have opened up new possibilities for interactive and immersive media experiences. VR allows users to step into virtual worlds, while AR overlays digital elements onto the real world. These technologies have the potential to revolutionize storytelling, gaming, and advertising, providing audiences with more engaging and immersive experiences.
The Power of Social Media and Influencers
The Rise of Social Media Platforms
Social media platforms have become influential hubs for content creation, discovery, and engagement. Platforms like Instagram and YouTube have given rise to a new breed of celebrities—social media influencers—who have amassed large followings and wield considerable influence. Social media has become a powerful tool for connecting with audiences, promoting content, and building communities.
The Impact of Influencer Marketing
Influencer marketing has emerged as a highly effective strategy for brands to reach their target audiences. By partnering with influencers, brands can leverage their authenticity and credibility to promote products or services. Influencer collaborations often result in more organic and relatable marketing campaigns, as influencers connect with their followers on a personal level.
User Engagement and Viral Content
Social media has revolutionized the way content spreads and engages audiences. Viral content can quickly gain widespread attention and reach millions of people in a short period. The power of user engagement and sharing has enabled content creators to catapult to fame and generate significant exposure for their work.
Challenges and Opportunities for Content Creators
Content Saturation and Attention Economy
The digital landscape is saturated with content, making it challenging for content creators to stand out. With millions of videos, articles, and social media posts vying for attention, capturing the audience’s interest requires creativity, quality, and strategic promotion. Content creators must navigate the attention economy and find innovative ways to engage their target audience.
Monetization and Revenue Streams
While technology has opened up new avenues for content creation, monetizing that content remains a significant challenge for many creators. Traditional revenue streams, such as advertising and sponsorships, have evolved with the digital age, but new models are continuously emerging. Content creators need to diversify their revenue streams, explore crowdfunding platforms, and build sustainable business models.
Adaptation to Changing Platforms and Formats
Technology is ever-evolving, and content creators must adapt to new platforms, formats, and trends to stay relevant. From vertical videos optimized for mobile viewing to short-form content on platforms like TikTok, creators must be agile and adaptable. Keeping up with changing consumer preferences and technological advancements is crucial for sustained success.
Conclusion
Technology has transformed media consumption, from the rise of digital platforms to the power of social media influencers. The way we access, engage with, and create content has been revolutionized by advancements in technology. While challenges exist, content creators have unprecedented opportunities to reach and connect with global audiences. As technology continues to evolve, the media landscape will continue to shape-shift, presenting new possibilities and challenges for content creators.
FAQs
- How has technology impacted traditional media? Technology has disrupted traditional media by introducing digital platforms, streaming services, and user-generated content. Traditional television, print media, and radio have faced challenges in adapting to changing audience preferences and the rise of digital alternatives.
- How has social media influenced media consumption? Social media platforms have become influential in content creation, discovery, and engagement. Social media influencers have emerged as powerful voices, and user engagement and viral content have transformed how information spreads.
- What challenges do content creators face in the digital age? Content creators face challenges such as content saturation, the attention economy, and the need to monetize their work. They must adapt to changing platforms and formats and find innovative ways to engage their target audience.
- How has mobile technology affected media consumption? Mobile devices have enabled on-the-go entertainment and personalized media experiences. Users can access a wide range of content through mobile apps and receive personalized recommendations based on their preferences.
- What is the future of media consumption in the digital age? The future of media consumption will continue to evolve with advancements in technology. Virtual reality, augmented reality, and immersive experiences are expected to play a significant role. Content creators will need to stay agile and adapt to emerging platforms, formats, and trends.
Feature/OPED
Tax, Inflation, and Still Broke: The Economic Divide

By Chiamaka Happiness Madueke
What’s worse than being taxed? Being taxed invisibly and twice.
When the government tightens monetary policy; hikes taxes, and removes subsidies, all in one breath, you would expect the economy to breathe easier. But in Nigeria, the air seems to feel thinner.
Over the past few years, Nigeria has embraced a series of bold economic reforms; floating the Naira, removing fuel subsidies, and pushing revenue generation targets. These actions can generally signal fiscal discipline and long-term growth.
For example, the Nigerian government reportedly saved N3.6 trillion from subsidy removal in just the second half of 2023, but beneath the policy headlines lies a quieter story: one where debt servicing, inflation, taxation, and informal charges collide to create an invisible burden on everyday transactions.
Yes, between visible taxes, invisible inflation, and unofficial levies collected by everyone and no one, low-income Nigerians allegedly seem trapped in a system that squeezes them from every direction.
Let me digress for a second, but I’ll bring it back in a bit, I promise.
At first glance, taxation and inflation may seem like two separate forces: one a fiscal tool, the other a macroeconomic consequence. But in Nigeria’s current climate, they’re colliding in real time, shaping the daily experience of citizens and businesses alike.
The Taxation Puzzle
Nigeria’s tax-to-GDP ratio remains among the lowest globally; just 10.86 per cent as of 2022, according to the Federal Inland Revenue Service (FIRS). That’s well below the 15–25 per cent global average, and even lower than the African average. Yet, the informal economy, which contributes nearly 58 per cent to GDP, bears much of the untracked tax burden through local levies and fees.
This mismatch reveals a chronic revenue problem and this challenge becomes even more critical when you consider the growing cost of debt. But borrowing isn’t inherently bad; in fact, strategic debt can stimulate growth if channelled into things like power, roads, manufacturing, or digital infrastructure, projects that have a way of boosting the economy.
In an interview with Arise News, the CEO of Sterling Bank, Mr Abubakar Suleiman, said, “If you are not collecting enough revenue to service a debt, that is a problem”. But it is even worse when you’re not using that debt for productive, economic reasons; that’s a structural problem.
Then I ran the numbers, in 2022, Nigeria reportedly spent a large per cent of its revenue on debt servicing. That means most of what we earn do not go to schools, hospitals, or industrial development, they go to paying back interest. That’s like living on a credit card and using it to buy lunch, not build a business that would make profit.
In 2023, 64.5 per cent of the federal government’s total revenue was used for debt servicing, according to a BusinessDay analysis of data from the Budget Office.
Although this was higher than the 48.5 per cent in 2022, it was still less than the 71.8 per cent in 2021. In 2023, actual revenue was N11.88 trillion, slightly above the predicted N11.05 trillion, while actual debt service costs were N7.66 trillion, 16.9 per cent higher than the projected N6.56 trillion.
In comparison, Nigeria’s revenue for the fiscal year 2022 was N7.76 trillion, falling short of the N9.97 trillion projection. The fact that debt servicing increased to N3.76 trillion from an anticipated N3.69 trillion in spite of this shortfall shows that debt obligations are an unavoidable burden even in cases where revenues are below budget.
This pattern emphasizes how little financial flexibility the government has, particularly when it comes to financing infrastructure or social projects.
By September 30, 2024, Nigeria’s total public debt had climbed to N142.3 trillion, reflecting a N8.02 trillion increase from N134.3 trillion in June 2024. This 5.97 per cent rise was attributed not only to additional borrowing but also to the depreciation of the Naira, which significantly inflated the naira value of external debt.
The surge in debt has not been matched by a proportional increase in productive investment, raising questions about the sustainability and strategic intent of government borrowing.
Adding to the concern, the total debt service cost reached an estimated N3.57 trillion in just the third quarter of 2024 alone.
With limited income from formal taxation, the government allegedly struggles to adequately fund infrastructure, education, healthcare, and essential services.
In response, efforts are underway to:
- Widen the tax base by formalizing more of the informal sector,
- Improve compliance through digital platforms and data integration,
- Rationalize outdated and inefficient tax incentives.
However, increasing tax pressure and its enforcement especially now can be politically unpopular and economically dangerous. Why? Because inflation is already eating through household budgets.
The Inflation Squeeze
Nigeria’s inflation rate has remained stubbornly high, largely driven by the rising cost of food prices, currency depreciation, removal of fuel subsidy and Monetary policies like floating the Naira.
As of early 2024, inflation was between 28–30 per cent, with core inflation also climbing. This diminishes buying power, worsens poverty, and increases the expenses of conducting business.
Essentially, inflation operates as an unnoticed tax, one that hits the vulnerable the hardest, especially low and middle-income earners whose wages aren’t keeping pace.
One key statement caught my attention in recent times, “We must choose between Taxation or Inflation.”
At first, that sounded a bit extreme. But the more I thought about it, the more it made sense.
Taxation is visible, structured, and can be progressive. Inflation, on the other hand, is unpredictable and regressive, a silent thief that spares no one, but affects the poor more because they have less to spend.
For low-income Nigerians, a controlled tax system paired with targeted public investment, might be more manageable than the current wave of inflation that raises the price of garri, beans, and palm oil every other week for Aunty Onyeka and thousands like her.
The “Other” Taxes We Don’t Talk About
But this brings me to a creeping question. What about the unofficial taxes? The ones no one talks about?
How are the indirect taxes collected from public transporters by local levy collectors accounted for? The levies collected from Mama Basirat who hawks around Oshodi market selling cooked food has watched the price of palm oil jump three times in six months while still paying a N500 “market ticket” every morning before selling a single plate of rice. Who tracks that revenue?
Yes, the most shocking revelation for me has been realizing that even hawkers – hawkers, who sell sachet water or fruit walking down roads and the street corners are being taxed in some areas.
Or rather, charged daily levies by local agents. And no, I am not condemning that, just that this issue raises some serious questions in my head:
- Where does this money go?
- Is it remitted to any official government account?
- What public service is being provided in return?
If we zoom out, the irony becomes obvious. We keep saying Nigeria’s tax-to-GDP ratio is too low. Yet, many of the poorest Nigerians are already being taxed, just not in ways that show up in FIRS data.
They’re taxed by local councils, market unions, transport associations, and sometimes even self-appointed local revenue agents. Is this form of taxation? It’s neither progressive nor transparent, nor accountable.
So, What Are We Really Talking About?
When we push for increasing tax revenue, we often picture corporate profits or high-net-worth individuals. But the reality? Many of the levies, fees, and informal charges disproportionately hit those in the informal sector; drivers, traders, hawkers, the same people inflation is already punishing the most. It’s a vicious cycle.
Drivers hike transport fares to meet the levies. Hawkers bump up prices to stay afloat and somewhere in the middle, people start paying more for food, transport, and basic needs. So, yes, taxation may be more beneficial than inflation but only if it’s fair, formal, and genuinely
used to improve lives. Until then, we seem to remain stuck in a system where the poorest pay the most, twice over: Once through rising prices that their income can barely meet, and again through levies that don’t even show up in the books. The informal sector is already contributing indirectly through taxes and levies. But where that money goes, that’s the real mystery.
The discussion about taxation in Nigeria must expand beyond the official tax system to consider these informal levies. And that, more than anything, is what really got my thinking juices flowing.
Maybe the conversation shouldn’t just be about taxing more, but taxing better, and ensuring value for those already overburdened.
Feature/OPED
How Nigerian Businesses Can Leverage Agentic AI for Growth and Efficiency

By Kehinde Ogundare
Artificial Intelligence (AI) is revolutionising industries globally, and Nigeria is no exception to this trend. Businesses in Nigeria are increasingly exploring AI-driven automation to enhance efficiency, drive innovation, and remain competitive. However, AI adoption remains relatively low, as many businesses struggle to identify practical use cases that deliver measurable ROI.
A key emerging trend addressing this challenge is Agentic AI–a more advanced form of AI that enables businesses to create autonomous digital agents capable of handling complex tasks, optimising workflows, and improving decision-making. Unlike traditional AI models that react to user inputs, Agentic AI proactively learns, makes decisions, and automates entire processes, making it a game-changer for businesses looking to scale productivity.
The Rise of Agentic AI in Business
Globally, AI adoption has grown, but many businesses still hesitate due to concerns over cost, implementation complexity, and lack of clear ROI. According to McKinsey & Company, organisations that have successfully integrated AI-driven automation report efficiency improvements ranging from 20–30%. The key to unlocking AI’s full potential lies in specialised AI models designed for specific business functions–precisely where Agentic AI excels.
For example, in customer service, AI-powered agents can automate repetitive tasks, resolve issues faster, and enhance customer satisfaction. Studies have shown that nearly 88% of Nigerian consumers consider customer experience critical to their purchasing decisions. Agentic AI can help businesses meet these expectations by providing instant, personalised support.
In sales, AI-driven Sales Development Representative (SDR) Agent can analyse customer interactions, identify sales opportunities, and suggest targeted outreach strategies. Research highlights that businesses using AI in sales automation experience increase conversion rates and higher sales productivity.
Similarly, Human Resources (HR) operations are being transformed by AI-powered automation. Tasks such as leave management, employee onboarding, and performance tracking can be effectively handled by Agentic AI, allowing HR professionals to focus on strategic employment engagement. Deloitte indicates that AI-powered HR automation reduces administrative workload significantly, enhancing employee satisfaction and operational efficiency.
In IT operations, AI-powered Help Desk Agents streamline troubleshooting, diagnose issues, and execute quick fixes. This reduces downtime and significantly improves operational continuity and productivity.
How Zoho is Innovating with Agentic AI
At Zoho, we recognise the potential of Agentic AI and have developed Zia Agents for specific use cases within various products. Unlike generic AI models, Zia Agents provide contextual intelligence, real-time decision-making, and deep business-specific insights. Additionally, Zoho ensures that Zia agents operate within a secure infrastructure, fully compliant with various global privacy regulations, making it a trusted solution for businesses handling sensitive data.
We have also launched Agent Studio, an AI-powered platform that enables our customers, partners, and independent developers to create specialised agents for their specific needs. These can be hosted on Agent Marketplace, where they can be monetised. Nigerian businesses can utilise Agent Studio to build hyperlocal agents for various industries.
The Future of Business with Agentic AI
The shift towards Agentic AI is inevitable as businesses increasingly seek smarter, more autonomous systems to drive efficiency and growth. Organisations that embrace AI-driven today will be better positioned to compete in Nigeria’s evolving digital economy.
For Nigerian businesses looking to scale efficiently, Agentic AI offers a practical and results driven approach to automation. By leveraging Zoho’s Zia Agents, companies can achieve higher productivity, ensuring long-term success in a competitive marketplace.
Kehinde Ogundare is the Country Head for Zoho Nigeria
Feature/OPED
If Data is the New Oil, Where is the Refinery?

By Timi Olubiyi, PhD
Internet users are growing at an unprecedented rate, and in Nigeria, for instance, internet users have expressed concerns and frustration over the data price increase in recent times, with many feeling its negative impact on their budgets and mobile smartphone usage.
Major networks such as MTN, Airtel, and Glo have seen a close to 50 per cent increase in Nigerian mobile data prices, with no known alternative available. This shows the significance of data and internet usage, highlighting its role in the digital age and the rapid growth of data and content creation across Africa.
From mobile phone data and e-commerce activities to social media interactions and government services, vast amounts of information are being created daily, which is accessible through internet usage.
The economic and technological landscape of Africa has been undergoing significant evolution recently. The continent is inhabited by over 1.4 billion individuals, and a larger portion of them create, use, and feed on data— which is a digital transformation.
The convergence of rising mobile phone usage, enhanced internet accessibility, and a youthful, technologically adept demographic has positioned Africa at the forefront of global discussions around technology innovation and data generation.
Recently, the phrase “data is the new oil” has gained significant traction in discussions related to technology, business, and the digital economy. But it is public knowledge that when it comes to oil, its availability is limited to certain areas of the world.
On the other hand, tech giants like Google, Facebook, Netflix, Amazon, Microsoft, and Apple control most of the world’s data.
According to a study by Sandvine in 2021, these companies are responsible for about 57 per cent of global data flow, and they have all commodified data. The huge amount of data controlled by these mega-companies is bigger than most small businesses and corporations. But, anyway, this would be another story piece for another time.
In the view of the author, if we want to know if data is really the “new oil”, we need to first look at how it builds value. Data by itself is not useful, just like in the case of oil. Raw data, without any processing or analysis, is merely a collection of information that requires interpretation.
For instance, an online store might keep track of what customers do, like what links they click on, how long they stay on product pages, and what they bought in the past.
However, this data remains mostly useless until it undergoes processing, analysis, and transformation into actionable ideas. Business managers in Africa should follow this path and should adhere to a mindset of ‘facts superiority over opinion’.
As businesses expand, an increasing number of individuals express ideas regarding the actions to be undertaken. However, it is beneficial to employ a data-insight mentality. All company metrics can be tested, measured and improved upon.
It is important to note that business owners/managers must have real-time access to the most important data in their business. Understanding which Key Performance Indicators (KPIs) affect revenue and profit is significantly more crucial than the revenue and profit figures themselves.
When data is cleaned up and analysed, it becomes really useful. Similar to refining oil to produce petrol, diesel, and other products, processing data yields beneficial outcomes. This is where Google and Facebook shine. They have put a lot of money into technologies like machine learning and big data analytics that can turn huge amounts of raw data into personalised ads, recommendation engines, and models that can predict the future. In this way, they make money for both their users and their owners.
In Africa, the idea of “data as the new oil” is particularly appealing because it could help the continent skip ahead in the normal stages of economic growth. Mobile phones let African countries get around the need for landline infrastructure.
Similarly, data technologies could help African economies get past older, resource-heavy ways of growing, leading to new ideas and long-term growth in fresh ways. In agriculture, for instance, data analytics and satellite imaging can help farmers figure out how the weather will behave, get the most out of their crops, and make harvest supply lines work better. Data-driven solutions in healthcare, like electronic health records (EHRs) and predictive analytics, can help find diseases, control outbreaks, and make healthcare better.
In the same way, data-driven education platforms can give students personalised learning experiences and give teachers and managers useful information about how students are doing and what they need. More so, businesses could be data-driven by setting up special internal research units on data, where insights can be generated to improve on decision-making.
Looking ahead, there are evident similarities between data and oil; much like crude oil, data is valuable. Data is not a naturally occurring resource like oil; it is a by-product of human activity. Oil is a limited resource, whereas data is plentiful and perpetually increasing. Raw data must be processed and analysed to derive significant insights and facilitate informed decision-making.
This is where artificial intelligence (AI) is relevant. AI acts as the ultimate data refinery, enabling the conversion of extensive information into meaningful insights. In contrast to oil, which is extracted and processed by a limited number of firms, data is more extensively disseminated, including various stakeholders in its collection, analysis, and utilisation.
Anticipating the future, data will probably witness ongoing advancements in many domains because it is a strategic asset for business and economic growth. With it, people, organisations, and governments can make better decisions. Good luck!
How may you obtain advice or further information on the article?
Dr Timi Olubiyi is an entrepreneurship and business management expert with a PhD in Business Administration from Babcock University, Nigeria. He is a prolific investment coach, author, seasoned scholar, chartered member of the Chartered Institute for Securities and Investment (CISI), and a Securities and Exchange Commission (SEC)-registered capital market operator. He can be reached on the Twitter handle @drtimiolubiyi and via email: drtimiolubiyi@gmail.com, for any questions, reactions, and comments.
The opinions expressed in this article are those of the author, Dr Timi Olubiyi, and do not necessarily reflect the opinions of others.
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