📖 ABSTRACT/OVERVIEW
This study examines how media organisations and independent content creators manage the promotion of Igbo language content on digital platforms in Nigeria between 2020 and 2024. The rapid growth of YouTube, Instagram, TikTok, and podcast platforms in Nigeria has created unprecedented non-state opportunities for Igbo language media production and distribution, yet the management and sustainability of Igbo digital content ecosystems remain poorly understood. The study employs a media management research approach, combining structured interviews with twenty-two Igbo digital content creators and five Nigerian media organisation digital managers with quantitative analysis of engagement metrics from one hundred and fifty Igbo-language digital content accounts across three platforms. Findings reveal significant audience growth for Igbo digital content between 2020 and 2024, with channels producing educational Igbo language content and Igbo comedy genres attracting the largest followings. However, monetisation challenges and algorithmic disadvantage relative to English content create sustainability risks for creators. Content management practices, including scheduling consistency and audience engagement strategies, are identified as the strongest predictors of subscriber growth. The study recommends the establishment of a Nigerian Igbo Digital Media Association to pool advocacy resources and develop shared content management capacity. Keywords: digital media, Igbo language content, media management, Nigeria, content creation.
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