Assessment of Production and Distribution Challenges for Independent Podcast Creators in Nigeria

Independent podcasting has emerged as a significant content creation and communication platform in Nigeria, yet the production and distribution challenges facing independent creators have not been systematically documented to inform industry development and policy. This study assessed production and distribution challenges experienced by independent podcast creators in Nigeria. A professional survey design was adopted, administering a structured online questionnaire to 180 active independent podcast creators distributed across Lagos, Abuja, Port Harcourt, Kano, and Enugu, recruited through podcast creator communities and social media networks. The questionnaire assessed production equipment access, audio quality challenges, hosting platform experiences, distribution reach, monetisation, and capacity building gaps. Results showed that 71.1 percent of creators cited inconsistent power supply as their most significant production challenge, followed by inadequate soundproofing facilities (63.3 percent) and high cost of professional microphones (58.9 percent). Distribution challenges included limited visibility on global podcast platforms for English-Nigerian content (54.4 percent) and near-total absence of Nigerian-language catalogue support on major platforms (82.2 percent of creators producing non-English content). Monetisation through advertising was achieved by only 23.9 percent of respondents. Most creators funded production entirely from personal resources. The study recommends establishment of a Nigerian Podcast Industry Association to advocate for platform infrastructure improvements, develop shared studio access models, and negotiate favourable distribution terms for Nigerian independent creators. Government arts development funds should include podcast production as an eligible category.

Keywords: podcast production, independent creators, distribution challenges, Nigerian podcasting, digital media