However, despite this growth, the federal government has officially fallen short of the ambitious 70% broadband penetration target set in the National Broadband Plan (NBP 2020–2025), which expires this month.

According to the latest industry data from the Nigerian Communications Commission (NCC), total internet subscriptions in the country reached 144.7 million in November 2025, a steady climb from the 136 million recorded in the same period in 2024.

Technology Breakdown: The Shift in Connectivity

While Mobile (GSM) remains the undisputed king of Nigerian connectivity, 2025 saw a notable surge in “fixed-line” and ISP-led technologies as businesses and high-income households moved toward more stable fiber and satellite options.

Subscription Growth by Segment:

The Data Consumption Explosion

The most staggering statistic of 2025 is not the number of users, but how much data they are consuming. Nigerians consumed a record 1.24 million terabytes (TB) of data in November 2025 alone.

Total data consumption between January and November 2025 reached 11.86 million TB, representing a 34.96% increase compared to the 8.79 million TB consumed during the same period in 2024.

This surge is attributed to the rise of remote work, video streaming (TikTok, YouTube), and the transition of government services to digital platforms.

Market Share: The “Big Four” Leaderboard

MTN Nigeria continues to dominate the market, holding over half of the total internet subscriptions.

1. MTN: 78.8 Million
2. Airtel: 50.3 Million
3. Globacom: 14.2 Million
4. T2 (9mobile): 771,035

Statistics released by the NCC show internet users dropped from 142.16 million in January to 141.25 million in February, with only a partial rebound to 142.05 million in March.

That dip in users came alongside a plunge in data consumption. Monthly usage fell by 12%, down from January’s all-time high of one exabyte to 893.06 petabytes in February. 

Though it climbed to 995.88 petabytes in March, that recovery didn’t undo the damage. Nigerians were rationing data. Prices had simply gone too high.

Despite that pullback, telecom operators somehow added 3.39 million new telephone lines between January and March. This brought the total number of active lines to 172.71 million and lifted teledensity to 79.67%. So while people may be speaking more, they are browsing less.

At the top of the pile, MTN Nigeria continues to thrive. With 75.62 million internet subscribers and 90.5 million active lines, MTN now commands over half of the mobile market. 

Airtel seconds with 58.3 million lines, Globacom has 20.7 million, and 9mobile has just 2.9 million.

Nowhere is this collapse more apparent than at 9mobile. In just two months, February and March 2025, the operator lost 318,825 subscribers. It now holds just 1.72% of the market. 

This comes as no surprise to those who have watched the company deteriorate. Customers continue to complain about poor signal, slow internet speeds, and frequent network failures. Internal investments have stalled, and retention efforts have fizzled.

Behind closed doors, 9mobile has been counting on a national roaming agreement with MTN to fix its problems. The deal would allow it to tap into MTN’s vast infrastructure, boosting its network reach and improving service quality. 

The partnership has been technically structured and commercially agreed. But it remains stuck at the regulatory level.

The NCC, which must approve the deal, is still conducting reviews. These include assessing the impact on competition, evaluating spectrum-sharing terms, and ensuring alignment with national broadband goals. The review timeline usually spans up to 12 weeks, but every delay eats into 9mobile’s relevance.

According to one industry executive familiar with the matter, “The NCC is delaying because it knows a deal gives the other party (MTN Nigeria) the upper hand. They know what it means for MTN to get its hands on 9mobile’s spectrum.”

This spectrum includes the 900 MHz, 1800 MHz, and 2100 MHz bands—valuable assets in an industry where infrastructure is everything. If MTN absorbs them, it could widen the already gaping divide between itself and every other operator.

Porting data reveals where the trust lies. Between February and March, MTN gained 4,855 new users who migrated from rival networks. In contrast, 9mobile saw 5,809 users leave, and only three joined its network during that period. The bleeding is constant. And without the roaming deal, there’s no bandage in sight.

It wasn’t always like this. When 9mobile operated as Etisalat Nigeria in 2015, it had over 23 million subscribers. Today, it has less than three million. That’s a 90% collapse in less than a decade. And yet, the company still hasn’t hit bottom.

The NCC hasn’t commented publicly on the status of the roaming application. MTN, too, has remained silent. But from inside the industry, the stakes are understood. 

Until the NCC makes a call, 9mobile remains in limbo. Every day without regulatory approval is another day closer to losing customers, with internet users sliding backwards. 

But instead of profiting, most times, we give away these data free while tech companies—both local and global—turn them into billions of dollars.

If data is the new oil, why are Nigerians being paid in likes and targeted ads instead of actual money?

While tech giants and even Nigerian startups rake in profits from user data, the people generating this wealth see little to no return. Are we being exploited, or is this just the price of “free” digital services? More importantly, what can we do about it?

Who Profits?

Every digital interaction—every like, every search, every online payment—is raw material for an industry worth over $3 trillion globally. Companies like Meta, Google, and Amazon don’t just sell products, they sell insights into human behaviour.

Here’s an example: In 2023, Google made over $280 billion, with more than 80% of that coming from ads. But what powers those ads? User data. Every time you search for flights, hotels, or even a pair of shoes, that information gets packaged, analysed, and sold to advertisers who bid for your attention.

The same happens in Nigeria, but with less transparency. Fintech firms collect transaction data to refine credit scoring models. Telecoms track usage patterns to sell better-targeted plans. Even ride-hailing apps like Bolt use location data to optimise pricing. The difference? Unlike in Europe, where strict laws force companies to disclose data usage and, in some cases, compensate users, Nigerians get nothing.

Nigeria is among the fastest-growing digital populations in the world, with millions hopping online to connect, transact, and innovate. Social media platforms, fintech apps, e-commerce sites-they all rely on the steady stream of data we generate. But for all the value we create, what do we get in return? Likes, notifications, and maybe a chance to trend online for 48 hours.

The truth is that we’re “selling” our data every time we agree to an app’s terms and conditions, often without understanding what it entails.

Our digital breadcrumbs-location data, spending habits, browsing history-are collected, analyzed, and sold, sometimes by companies we’ve never even heard of. It’s like running a gold mine but receiving payment in monopoly money.

And the kicker? With limited awareness and weak regulatory frameworks, we’re doing this willingly. It’s a digital free-for-all, and Nigerian consumers are caught in the middle.

So, now answering the question, who profits? Let’s not kid ourselves. The bulk of the wealth generated from Nigerian data doesn’t stay in Nigeria. It flows into the coffers of multinational corporations. Big Tech firms sit on the proverbial oil wells, refining raw user data into targeted ads, predictive analytics, and market insights. 

Meanwhile, local startups and businesses most times lack the infrastructure or scale to compete, leaving them out of the data gold rush.

And what about the individual? Us? We’re the worker ants building empires for others, one click at a time. We don’t own our data, we don’t control who uses it, and we certainly don’t see any dividends.

Nigeria has over 103 million internet users and over 205 million mobile connections. That’s a massive data footprint. Every second, millions of Nigerians transact through fintech apps, chat on WhatsApp, post on X (formerly Twitter), and browse the web. But where does all this data go?

• Fintech & Banking: Every mobile money transfer, loan request, or bill payment provides insights into financial habits. Payment giants like Opay, PalmPay, and Flutterwave use this to refine services, but customers have no control over how their data is used.
• Telecom & Internet Providers: MTN, Airtel, and Glo track call logs, location history, and browsing behaviour. This data is sometimes shared with third parties or used for targeted advertising.
• Social Media & E-commerce: Nigerians engage heavily on X, Instagram, TikTok, and local e-commerce platforms like Jumia and Konga. Their preferences, interests, and even political leanings become marketable insights.
• Government & Public Data: National ID systems like BVN and NIN centralise citizen data, but weak policies leave gaps for misuse, leaks, or unauthorised access.

If our data is this valuable, why are we not benefiting from it?

Are Nigerians Being Exploited? The Missing Piece in Data Ownership

Let’s compare: In the EU, GDPR (General Data Protection Regulation) ensures that companies must obtain user consent before collecting data. In the US, data brokers make billions selling user profiles. But in Nigeria, weak enforcement of NDPR (Nigeria Data Protection Regulation) means most people have no idea where their data goes.

The consequences?

• Privacy Violations: Data breaches are common. In 2023, a major Nigerian telecom provider reportedly got hacked, exposing millions of customer records online.
• Financial Exploitation: Some loan apps access users’ contacts and call history, then use aggressive debt collection tactics.
• Lack of Control: Nigerians cannot opt out of data tracking on many platforms, meaning companies make money off their information without consent.

Imagine if every Nigerian could own and monetise their own data—companies would have to pay to access it, just like they do for oil, real estate, or any other valuable resource.

The solution starts with awareness and action. Here’s what needs to change:

1. Education 

Let’s stop clicking “Agree” like it’s a reflex.

If you don’t know the value of something, you can’t fight for it. From secondary schools down to community workshops, Nigerians should be taught the basics of data privacy and its economic implications. Data literacy is super necessary. 

2. Stronger Data Protection Laws

The government must go beyond NDPR and enforce GDPR-level regulations. Users should have the right to know how their data is used, opt out of tracking, and even get compensated when their data is monetised.

2. Monetisation Models for Users

There are already platforms globally where users can sell access to their data directly to advertisers instead of giving it away. Nigerian startups should explore this model. Imagine getting paid for sharing your shopping habits instead of just seeing endless targeted ads.

3. Smarter Digital Habits

Individuals can take small steps to protect their data:

• Use privacy-focused browsers (e.g., Brave, DuckDuckGo).
• Turn off ad tracking in app settings.
• Be selective with permissions—most apps don’t need access to your location or contacts.

4. Blockchain & Decentralised Data Ownership

Some startups worldwide are exploring blockchain-based personal data markets where users control access. This could be a game-changer for Nigeria’s digital economy.

Nigerians are producing valuable data every second, but only big tech firms and businesses are profiting. This must change.

• Policymakers need to prioritise data ownership rights.
• Entrepreneurs should build user-first platforms that reward people for their data.
• Individuals must demand more transparency from companies collecting their information.

If data is the new oil, then Nigerians must stop giving it away for free. It’s time to take control.