The democratisation of podcasting has made it easier than ever for anyone with a phone and an internet connection to create a show. This has led to a surge in diverse voices, giving room for important conversations that mainstream media often ignores.
By Samuel Viavonu
Podcasts are undeniably reshaping Nigeria’s media and entertainment landscape. With the rise of social media, it’s nearly impossible to scroll through your feed without encountering viral podcast clips. Whether it is debates on relationships, pop culture hot takes, or business insights, podcasts have become the new town hall, a space where anyone with a microphone can find an audience, regardless of expertise.
But with their rapid rise, one question lingers: Are they fostering knowledge or simply amplifying noise? While some podcasts offer profound discussions, many others churn out sensationalised or poorly informed opinions. The ability to speak does not automatically equate to wisdom, yet in the age of digital virality, volume often overshadows value.
The democratisation of podcasting has made it easier than ever for anyone with a phone and an internet connection to create a show. This has led to a surge in diverse voices, giving room for important conversations that mainstream media often ignores.
In Nigeria, podcasts were once a niche interest, mostly limited to tech-savvy individuals using platforms like Spotify, Anchor, and Apple Podcasts. The format was intimate; just voices, stories, and discussions flowing in a digital space free from the distractions of visual content.
Many young Nigerians, eager to express themselves or build a community, took advantage of free hosting platforms like Anchor (now Spotify for Podcasters) to create shows centred on their passions, be it music, relationships, career advice, or other subjects.
However, the landscape shifted when video podcasts took over. Platforms like YouTube became the new frontier, where podcasts were no longer just heard but also seen. With the rise of short-form clips on social media, viral moments from podcasts transformed the medium, attracting wider audiences. This evolution changed how podcasting was consumed in Nigeria, fueling a rise in “talk-show-style” discussions where aesthetics and personalities often mattered more than depth or expertise.
A Technext report revealed that podcast listenership in Nigeria grew by 222% between 2021 and 2022, making it one of the fastest-growing digital media sectors in the country. This explosion is fueled by increasing mobile penetration and social media virality, where clips from podcasts frequently trend on platforms like Instagram and Twitter.
While this visibility has helped bring podcasts to the mainstream, it has also introduced a new challenge: the pursuit of virality over value. As more podcasters chase trends rather than meaningful conversations, the lines between entertainment, misinformation, and thoughtful discourse have become increasingly blurred.
The rise of podcasting has granted many a voice, but not all voices bring wisdom. While podcasts once focused primarily on storytelling, education, and deep analysis, today’s landscape is increasingly split between insightful discourse and viral, often unfiltered opinions
On one hand, podcasts like I Said What I Said, Tea with Tay, Menism and Afrobeats Intelligence have offered fresh perspectives on culture, music, and societal issues, providing alternative narratives outside traditional media and fostering a sense of community among listeners.
On the other hand, the lack of structure and editorial oversight in many podcasts means that while some offer valuable content, others prioritise hot takes over factual accuracy. Unlike traditional journalism, which operates within ethical standards and fact-checking procedures, many podcasters operate without such guardrails.
Commentary podcasts, especially those centered around pop culture and social issues, often present personal opinions as facts, with hosts exaggerating opinions for engagement rather than genuine discourse. Social media algorithms reward controversy, making it tempting for podcasters to make inflammatory statements, knowing that outrage drives clicks, shares, and listens.
A notable example is the case of Nollywood actress, Yvonne Jegede, on The Honest Bunch Podcast in June 2024, where she discussed polygamy and defended fellow actor, Yul Edochie’s decision to take a second wife. Jegede remarked that she saw “nothing wrong” with Edochie’s choice, suggesting that many critics come from polygamous backgrounds themselves. These comments sparked significant backlash, with many perceiving them as insensitive towards Edochie’s estranged wife, May.
In response, Jegede issued a public apology, clarifying that her intentions were misunderstood and expressing regret for any distress caused. However, the controversy deepened when the podcast’s host, Nedu’s management, explained that Jegede was not pressured to make her statements, pushing back against the narrative that she had been coerced into taking a stance on the matter.
Hosts and guests may make provocative statements to drive engagement, but without careful consideration, such remarks can perpetuate misinformation and cause unintended harm.
This trend is also evident in various podcasts where hosts make sweeping generalizations on relationships, gender roles, and social norms, statements that often go unchallenged but gain traction due to their provocative nature, sparking widespread debates on social media. The problem? Many listeners take these perspectives at face value, rarely questioning their validity or seeking alternative viewpoints.
Not all podcasts are created equal. While some focus on research, expertise, and meaningful discussions, others thrive on casual chatter, gossip, or personal rants. Business, branding, and marketing podcasts generally operate within a framework of research, expertise, and proven strategies.
Industry professionals and thought leaders use them to share insights backed by data and experience. Podcasts like Founders Connect bring structured discussions, expert interviews, and actionable insights, offering valuable knowledge about entrepreneurship, investment, and branding.
In contrast, many pop culture and commentary podcasts focus on entertainment value. While some offer meaningful discussions, others ride the wave of trending topics without deep analysis. Conversations around relationships, gender roles, and social norms tend to generate engagement, but without careful moderation, they can reinforce harmful stereotypes and spread misleading narratives.
Even outside of commentary podcasts, celebrity interviews can spark similar debates. In November 2024, Davido appeared on The Big Homies House podcast in the U.S., where he described Nigeria’s economy as being ‘in shambles’ and advised Black Americans against relocating.
While some criticised his remarks as unpatriotic, others, including veteran actor, Kanayo O. Kanayo, defended his right to speak openly about Nigeria’s struggles.
The global podcasting landscape has already seen similar trends. Take The Joe Rogan Experience, one of the most popular podcasts worldwide. While Rogan has hosted credible experts, his platform has also been criticised for amplifying conspiracy theories and controversial figures without adequate fact-checking.
A BBC report highlighted how his platform shaped discussions around candidates, alternative policies, and media distrust.
Nigerian podcasts are not exempt from this pattern. Many hosts present their opinions as absolute truths, leading audiences to adopt unverified beliefs. Yet, it would be simplistic to dismiss entertainment-driven podcasts as mere noise. They serve as a mirror to society, reflecting the interests, frustrations, and evolving conversations of a generation navigating an increasingly complex world.
Even when chaotic, they provide a space for raw, unfiltered expression in ways traditional media often cannot. If anything, their rise signals a shift in how Nigerians consume and engage with content, where authenticity and relatability often trump polished narratives.
The rise of podcasts presents both opportunity and challenge. They’ve given Nigerians a platform to speak, to reflect, and to debate. But as the landscape becomes more cluttered,the need for media literacy has never been greater.
Listeners must learn to discern between well-researched discourse and sensationalist rhetoric. At the same time, podcast hosts bear a responsibility to ensure accuracy, especially as their platforms grow in influence. While entertainment is valid, it should not come at the expense of truth.
In a sea of voices, will we, as listeners, be drawn into the noise, or will we actively seek the knowledge we deserve?
Samuel Viavonu works at the intersection of two fields. As a Communications Strategist, he drives brand growth through storytelling, marketing, and strategic communication. As a socio-cultural writer, he explores identity, culture, media, and technology, offering insightful perspectives on the complexities of modern society and the human experience.