Nigeria’s digital media sector recorded a steep decline in audience traffic in 2025, with total visits dropping by 26.2 per cent, a new industry report has revealed, highlighting the growing disruption caused by artificial intelligence in news consumption.
The SquirrelPR RANKED 2026 Report shows that combined traffic across Nigerian digital platforms fell from more than 1.04 billion visits in 2024 to 769 million in 2025, marking one of the most significant shifts in recent years.
Rather than indicating falling public interest in news, the report attributes the downturn to the increasing dominance of AI-powered search systems, which now provide users with direct answers, reducing the need to visit original publisher websites.
Speaking on the findings, SquirrelPR Co-founder, Jonah Solomon, said the development signals a fundamental change in how media value is defined.
“The traditional reliance on clicks as a measure of success is fading,” Solomon said. “Media influence today is increasingly tied to credibility, authority, and the ability to shape conversations beyond direct website visits.”
In a keynote address at the report’s presentation, Keni Akintoye, CEO of KT Communication, described the development as a transformation in the structure of information flow.
“Audiences are still consuming content, but not in the same way,” he said. “More often, they interact with summarised or AI-curated information without engaging the source directly. This makes trust a far more important metric than traffic.”
The report identifies domain authority and credibility as critical factors determining visibility in AI-driven ecosystems, where platforms with strong reputations are more likely to be referenced and amplified.
Analysis across media segments shows mixed outcomes. Traditional news organisations continue to dominate overall traffic and remain essential sources feeding both search engines and AI tools. Business and financial publications are gaining relevance through specialised reporting tailored to niche audiences.
However, technology-focused platforms are facing the sharpest impact due to the ease with which their content can be summarised by AI systems. In contrast, entertainment and lifestyle outlets have remained relatively stable, supported by audience engagement and culturally driven content.
Industry experts who participated in discussions at the event stressed the need for adaptation. Múyiwa Mátuluko, CEO of Businessfront, called for a shift toward more insightful and relevant journalism, while Rasheed Bolarinwa of Polaris Bank said brands are placing greater emphasis on audience trust and conversion metrics.
Olufemi Ajasa, Online Editor at Vanguard, maintained that credibility remains the cornerstone of journalism, even as distribution channels evolve. Damilola Bright-Ukwenga pointed to the rising influence of content creators and micro-influencers, while Ifeanyi Abraham of CIG Motors described the shift as “seismic,” urging stakeholders to rethink their strategies.
The report concludes that traffic figures alone no longer provide a complete picture of media performance, advocating for a broader approach that prioritises influence, trust, and authority.
It also introduced new tools, including SquirrelPR 2.0, an AI-powered platform for public relations management, and SMT Monitor, designed to enhance media tracking and social listening.
Overall, the findings underscore a transition in Nigeria’s media ecosystem, from a traffic-driven model to one increasingly shaped by credibility and influence in an AI-mediated digital environment.
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