SokoSQ, co-founded by Nigerian entrepreneur Ezeala Adaugo Godsgift is building a future where small and medium-sized enterprises (SMEs) can sell, manage, and market their businesses seamlessly across channels.

Designed for the realities of African retail, SokoSQ allows business owners to create high-converting online stores in minutes, connect multiple sales channels (Instagram, WhatsApp, in-person), and access AI-powered business tools.

SokoSQ websites are faster, 2- 3x quicker than most local platforms, and has an all-in-one smarter dashboard for business management, sales and marketing, using AI to boost conversion and engagement.

Real Traction

The platform’s early results speak to a clear market need. Within just few weeks of launch, over 500 live stores were set up on SokoSQ organically (with nearly 10,000 products listed). This rapid uptake hinted at the platform’s potential, and SokoSQ has only accelerated since then. 

According to the company, nearly 2,000 small businesses in Nigeria have come onboard as of 2025, benefiting from the ease of creating high-converting websites in under 5 minutes and accessing SokoSQ’s growing toolkit of “smart” business features.

One business owner shared, “I used to think that having a website is for big business until I had access to this one. To think that I registered everything on my own is mind blowing, so easy and fun. Thank you SokoSQ for this.”

“We’re not just building websites. We’re building growth hubs,” says Adaugo, who leads SokoSQ’s strategy, vision, and growth as COO. With a growing community and product roadmap that includes diaspora integration and financial partnerships, SokoSQ is poised to scale its reach across Africa and beyond”.

From Marketer to Movement Builder

Behind SokoSQ’s vision is one of its co-founders, Adaugo Godsgift Ezeala, a 27-year-old Nigerian marketing prodigy whose career trajectory mirrors the fast growth mindset she now brings to her startup.

Adaugo’s journey began in the ecommerce space at Babybliss, a mum-and-baby products ecommerce startup company chaired by tech investor Chika Nwobi.

She joined as a junior associate and, within six months, was promoted to lead the marketing team. Her results-driven campaigns significantly grew revenue and customer engagement.

She went on to contribute her growth marketing expertise for some of Africa’s most prominent products, including fintech unicorn Flutterwave and Nollywood streaming giant iROKOtv – and eventually became Head of Growth at Towntalk Nigeria, a Lagos-based data intelligence startup (Techstars ’22 alum) providing AI-powered risk insights, where she oversaw acquisition and business growth strategies and partnerships. Her marketing work has driven over $3M in revenue across the startups she’s worked with.

Beyond tech roles, Adaugo ran two small retail ventures. Her experience selling on Instagram and WhatsApp revealed the limitations of informal “DM for price” commerce and using disconnected tools for inventory, payments, and marketing. “Social media is great for visibility, but not for running a business end-to-end,” she recalls. That pain point became the inspiration for SokoSQ.

SokoSQ’s Big Vision

Launched in 2024, SokoSQ is more than just a website builder. It’s an operating system for SME growth. With its feature-packed platform, it turns digital novices into entrepreneurs who sell smarter and faster.

Adaugo emphasizes accessibility: “We’re bridging the gap between African businesses and digital innovation by offering simple, effective tools.”

The platform’s performance and adoption earned it a place in the Rising Tide Africa Accelerator, where Adaugo represents the company among a select group of female-led startups. SokoSQ is also in partnership talks with a national bank in Nigeria to support SME payment infrastructure. 

Other strategic partnerships include collaborations with digital finance providers and upcoming integrations with payment and logistics platforms to simplify SME operations.

Expansion into Europe and North America is underway to support African diaspora entrepreneurs and sellers seeking global reach.

Grounded in Insight, Fueled by Data

Adaugo’s product decisions stem from community research. Prior to building, she and her team engaged over 6,000 businesses through surveys and WhatsApp groups.

This approach has led to a tool that is not only used daily by vendors but is evolving in response to their needs.

In addition to leading strategy, Adaugo contributes to thought leadership in the industry. Her op-ed in Business Insider Africa, among others, broke down how AI can enhance the PESO (Paid, Earned, Shared, Owned) model for African marketers.

Looking Ahead

Africa’s e-commerce sector is expected to exceed $40 billion in GMV by 2025, with the diaspora market adding significantly to that growth. SokoSQ aims to contribute meaningfully to this figure by empowering 100,000 small businesses over the next two years. The company is currently integrating cross-border payments and logistics to help African sellers reach global audiences effortlessly.

Adaugo’s combination of marketing insight, product vision, and personal entrepreneurial experience has shaped a company that reflects her core belief: growth should be simple, scalable, and inclusive.

Whether she’s driving product refinement through data and research, representing SokoSQ on accelerator stages, or listening in on customer community chats, Adaugo embodies the modern African tech founder: driven by impact, data, and deep empathy for the market she serves.

Speaking about the challenges the independent SVOD (Subscription Video on Demand) platform faces, the founder of IrokoTV revealed the struggles, setbacks, and determination that have characterised the company’s fight for survival in the competitive streaming industry.

The journey began in 2019 when IrokoTV faced a critical decision: to continue the struggle or exit the market. Despite the option to close the company and distribute remaining cash to shareholders, Njoku chose to reinvest in IrokoTV, pouring a significant portion of personal funds into the venture to pursue the vision of building a massive, independently black-owned SVOD service.

“Anyhow, when Iroko exited ROK in 2019, I had the opportunity to exit too, and at the time, even Bastian asked if it made sense to continue struggling away. After all, wasn’t it always about liquidity? I could close IrokoTV down, distribute the remaining cash to shareholders and walk out into early semi-retirement. The story could have ended there. Maybe it was a mid-life crisis (I was 39 then). For some strange reason, I still felt I had plenty of fight left. I knew what I knew, and I knew who we wanted to become.

“Ultimately, to soften things, the board approved $5m in special dividends for shareholders, and the remaining capital went all in SVOD again. To go again, to build the big vision I had all those years ago – a massive, independently black-owned SVOD service. I used 70% of my cash windfall to reinvest in Iroko. I didn’t want cash. I wanted increased equity – which I bought from an exiting investor – and to go again. This was September 2019. By March 2020, COVID-19 happened, and the Nigerian maco-challenges, always lurking, exploded. Our international business boomed. Our local business evaporated. Our cost basis was wholly unsustainable. The subsequent Naira devaluations rendered our entire investment and business planning for Nigeria in shambles. But this isn’t news.”

The road ahead was far from smooth, with the emergence of COVID-19 in 2020 and the challenges in the Nigerian market posing significant hurdles. Between 2015 and 2020, IrokoTV invested $30 million in Nigeria, facing losses and devaluations that threatened the company’s stability. Despite these difficulties, Njoku persisted, implementing cost reductions, exiting leases, and refocusing efforts on survival.

The struggle for sustainability could have led to tough decisions, including layoffs and changes in the company’s culture, but it remained steadfast. Njoku emphasized the importance of responsible financial management in startups, highlighting the burden of burning money without a clear path to profitability.

One of the significant shifts in strategy was the decision to prioritise international markets over local ones. With a focus on North America and Western Europe, IrokoTV navigated challenges and successfully reduced losses from -$4.9 million in 2020 to an expected -$0.5 million in 2023. To support sustainability, IrokoTV increased prices, aligning with global trends in the streaming industry.

Addressing recent controversies surrounding IrokoTV, Njoku clarified misunderstandings and emphasized the importance of accuracy in media reporting. He acknowledged the challenges of maintaining an independent SVOD platform, especially in the face of rising content costs. 

He further pointed to the need for prioritisation of startups and their ability to scale in challenges, Njoku said: “With what I am going through, although I would prefer to complete the turnaround more privately, I think it’s essential that the wider community get a sense of what happens in startups. It’s not pretty; the culture will change, no matter how much you attempt to retain the culture; as the team moves to pure sustainable output focus, it changes.”

As IrokoTV approaches its 12th anniversary on December 1st, Njoku is confident that the company will keep thriving, not giving in to setbacks, but sustainability of the company’s future, showcasing resilience in the face of adversity.

With a wide array of international channels, exclusive sports rights, and premium content offerings, DSTV has become synonymous with quality television in Nigeria.

However, in recent years, the emergence of alternative streaming platforms and shifting consumer preferences have sparked a glimmer of hope for breaking DSTV’s monopoly.

There is need to delve into the challenges faced by local competitors, the influence of government policies, the role of technology, and potential strategies for Nigerian television networks to compete with DSTV.

By examining these factors, we can explore the prospects and possibilities of Nigeria finally breaking free from the clutches of DSTV’s dominance.

While Nigeria boasts a vibrant local television industry, albeit the first in Africa to even have a television network, none have managed to break the stranglehold of DSTV. Despite efforts by local competitors to offer compelling alternatives, DSTV maintains its dominance.

From sports enthusiasts to movie buffs, DSTV has managed to appeal to a broad spectrum of viewers, leaving its competitors struggling to gain a foothold in the market.

In recent years, Nigeria has witnessed the rise of local streaming platforms aiming to challenge DSTV’s supremacy.

These platforms, such as iROKOtv, EbonyLife and OnTV, offer on-demand access to a plethora of locally-produced content.

By catering to the preferences of Nigerian audiences, they hope to chip away at DSTV’s market share. These came after the likes of FSTV, TiTV, HiTV and MyTV all came and crashed in their quest to compete with DSTV.

International streaming giants like Netflix and Amazon Prime Video have also made their presence felt in Nigeria. With their extensive libraries of international content and aggressive marketing strategies, they pose a significant threat to DSTV. Nigerian viewers are embracing these platforms for their diverse range of shows and movies, further challenging DSTV’s monopoly. Though almost all still lack a bite from the big Live Football pie that seems to set them apart.

One of the major challenges faced by local competitors is the complex licensing and regulatory landscape. Navigating the bureaucratic maze to obtain the necessary licenses can be time-consuming and costly and this often puts local platforms at a disadvantage compared to DSTV, which benefits from established relationships and easier access to broadcasting rights.

Another hurdle for local competitors is their limited content acquisition capabilities in acquiring popular international shows, sports and movies can be a costly endeavour, and without a vast budget, local platforms struggle to compete with the vast content libraries offered by DSTV and international streaming giants.

Securing adequate funding and investment is an ongoing struggle for local competitors, while DSTV has the backing of a multinational company, local platforms often face financial constraints. Also limited resources hinder their ability to invest in high-quality content, marketing, and infrastructure, making it difficult to mount a serious challenge to DSTV’s dominance.

It is also common knowledge that Government policies and regulatory frameworks have played a role in perpetuating DSTV’s dominance. Some argue that these frameworks favor the established player, making it harder for local competitors to compete on a level playing field. Calls for regulatory reforms to encourage fair competition have been made, but progress has been slow, and it cant be far from the alleged huge assets DSTV pumps into lobbying ‘PR’ especially to the legislature.

Despite the challenges, there have been efforts by the Nigerian government to promote local content and competition. Initiatives like the Nigerian Broadcasting Commission’s local content quotas aim to ensure that Nigerian productions receive sufficient airtime. Additionally, grants and incentives have been introduced to support local platforms, encouraging a more diverse television landscape.

While DSTV’s stranglehold on Nigeria’s television market remains strong, the emergence of local streaming platforms and international giants, along with government efforts, signal that the tides may be slowly turning. Only time will tell if Nigeria can finally break free from DSTV’s grip and usher in a new era of television viewing.

However, the recent advancements in online streaming technology have undoubtedly played a significant role in disrupting the stranglehold that DSTV has had on the Nigerian market. With faster internet speeds and more reliable connections, consumers now have the option to stream their favorite shows, sports and movies online, eliminating the need for traditional satellite television. At the last count, it is assumed that as much as 23% of television content consumers aged between 15 to 45 years, are more likely to get their television content via online streaming which are almost free or at ridiculously low cost compared to DSTV subscriptions.

Another critical factor in breaking DSTV’s stranglehold is the rise of smart TVs and internet connectivity. Smart TVs allow users to connect to the internet directly, giving them access to a plethora of streaming platforms and online content. This convenience and flexibility have made traditional satellite TV seem outdated and limited in comparison.

One of the primary reasons why DSTV’s dominance is being challenged is the rise of on-demand content consumption through mobile accessibility. With busy schedules and changing lifestyles, consumers now prefer the freedom to watch what they want when they want. Streaming platforms like Netflix and Amazon Prime Video have capitalized on this trend, offering a vast library of on-demand content that can be accessed anytime, anywhere. This accessibility has opened up a whole new world of entertainment options and further eroded DSTV’s monopoly.

But by all indications, one strategy for Nigerian television networks to compete with DSTV is by investing in local content production. Nigerians are craving stories and shows that reflect their own culture and experiences. By creating high-quality local content, these networks can attract more viewers and offer an alternative to the predominantly foreign content offered by DSTV.

While DSTV remains a formidable force in Nigeria’s television market, the rise of alternative streaming platforms, changing consumer preferences, and technological advancements offer glimpses of a potential shift in the landscape. Local competitors, armed with strategic collaborations, investments in local content production, and efforts to enhance user experience, have the opportunity to challenge DSTV’s dominance.

Additionally, government policies aimed at fostering competition and promoting local content can play a significant role in levelling the playing field. As Nigeria continues to embrace digital transformation, the prospects for breaking DSTV’s stranglehold are becoming increasingly tangible. With innovation, collaboration, and a dedicated focus on meeting the evolving needs of Nigerian viewers, the future of television in Nigeria holds the promise of a vibrant, diverse, and competitive market.

Ejiofor Agada, a social/political and technology industry commentator, writes from Abuja (ejiofor.agada@gmail.com).

Jason Njoku is a Nigerian entrepreneur and businessman who is best known as the Co-founder and CEO of iROKOtv, a popular Nigerian entertainment company that specializes in providing digital content distribution of African movies and TV shows. Born on December 11, 1980, in London, United Kingdom, Njoku’s journey to entrepreneurship is marked by innovation and perseverance.

Apart from his work with iROKOtv, Jason Njoku has been involved in other ventures and investments. He is a co-founder of Spark, a technology investment company that supports tech startups in Africa. He also ventured into the education sector with ROK Studios, creating educational content for African students.

iROKOtv’s Genesis

Jason Njoku initially pursued a career in the finance sector, working in various roles, but it was his entrepreneurial spirit that eventually led him to found iROKOtv in 2010. The company aimed to address the challenges of distributing Nollywood movies—Nigeria’s prolific film industry—by creating an online platform that allowed users to stream movies and TV shows legally and conveniently. iROKOtv quickly gained traction, becoming a significant player in the African entertainment scene.

In a region where Nollywood thrives as a powerhouse of creative expression, Jason Njoku saw a gap that needed bridging. He understood that African content was highly sought after, yet lacked adequate distribution channels. The birth of iROKOtv was the culmination of his vision to provide an easily accessible platform for African movies and TV shows.

Challenges 

Njoku’s journey was not without challenges. He faced initial difficulties in securing content licensing and attracting investors. However, his determination and belief in the potential of African entertainment eventually paid off. He secured funding from investors like Tiger Global Management and Kinnevik, which propelled iROKOtv’s growth.

Under Njoku’s leadership, iROKOtv expanded its reach beyond Nigeria, becoming available in multiple countries with a substantial user base. The platform offered a mix of free and subscription-based content, providing viewers with a range of options. Njoku’s success with iROKOtv earned him recognition as a prominent figure in the African tech and entertainment sectors.

The iROKOtv Business Model

At the core of iROKOtv’s success lies its niche business model. Unlike generic streaming platforms, iROKOtv is unapologetically African-centric. This distinct approach has enabled Njoku to focus on curating content that celebrates the richness of African storytelling and has fostered an emotional connection that goes beyond mere entertainment.

Partnerships: Empowering Local Creators

Njoku’s genius extended beyond content curation. He understood the power of collaboration with local filmmakers and content creators. Through partnerships, iROKOtv not only provided a platform for creators to showcase their work but also empowered them financially, contributing to the growth of the African film industry.

Inspiring Niche Entrepreneurship

Jason Njoku’s journey has left an indelible mark on Nigeria’s tech landscape, inspiring a new wave of niche entrepreneurs. His success with iROKOtv demonstrated that catering to a specific audience’s needs and preferences could yield remarkable results. Entrepreneurs across industries began recognizing the potential of niche markets and the value of creating tailored solutions.

Njoku’s entrepreneurial journey and contributions have made him a noteworthy figure in Africa’s business and tech ecosystem. He is celebrated for his role in promoting African content, fostering innovation, and demonstrating that African startups can achieve global recognition and success.

Nigeria, being a hub of diverse cultural influences, is no exception to this trend. With an increasing number of streaming services entering the market, it can be overwhelming to choose the one that best suits your preferences and needs. 

In this regard, let’s compare and contrast some of the most popular streaming services available in Nigeria, helping you make an informed decision and enjoy your favorite content effortlessly.

1. Netflix

Netflix is a pioneer in the streaming industry and has garnered a massive user base worldwide, including Nigeria. It offers a vast library of movies and TV shows from different genres and languages. 

Its original content has also received critical acclaim, making it a preferred choice for many. Netflix’s user-friendly interface, personalized recommendations, and ability to download content for offline viewing make it an attractive option for users with various internet speeds.

Pros:

• Extensive library of diverse content.
• High-quality original shows and movies.
• User-friendly interface with personalized recommendations.
• Allows content download for offline viewing.

Cons:

• Premium subscription can be pricey.
• Content rotation means some titles may not always be available.

2. Amazon Prime Video

Amazon Prime Video is another major player in the streaming market. It offers a mix of popular movies, TV shows, and original content. As part of the Amazon Prime subscription, members also get additional benefits like free shipping on Amazon orders. 

While its library may not be as extensive as Netflix, Amazon Prime Video appeals to users who value a variety of content and want to make use of other Prime membership benefits.

Pros:

• Inclusive Amazon Prime membership benefits.
• Exclusive Amazon Originals.
• Option to rent or buy newer releases.
• Support for multiple devices and offline viewing.

Cons:

• The library may not be as extensive as Netflix.
• Some titles may require additional payment to watch.

3. iROKOtv

iROKOtv caters specifically to the African audience, including Nigeria, by providing a wide range of Nollywood movies and TV shows. 

It has a substantial collection of local content and popular African series, making it the go-to platform for Nollywood enthusiasts. The service offers both free and premium subscriptions, with the latter unlocking additional content and features.

Pros:

• Extensive collection of Nollywood content.
• Specific focus on African audience preferences.
• Both free and premium subscription options available.
• Available on various devices and platforms.

Cons:

• Limited international content compared to global streaming giants.
• Premium subscription required for full access.

4. Showmax

Showmax, operated by Multichoice, is gaining popularity in Nigeria for its diverse content selection, including international series and movies, along with local African shows. 

It offers two subscription tiers, with the higher tier granting access to simultaneous streaming on multiple devices. Additionally, Showmax allows users to download content for offline viewing, making it convenient for those with intermittent internet access.

Pros:

• Mix of international and African content.
• Affordable pricing with two subscription tiers.
• Option to download content for offline viewing.
• Support for simultaneous streaming on multiple devices (with higher tier).

Cons:

• Some popular shows may not be available due to licensing restrictions.

Conclusion

Choosing the right streaming service for movies and TV shows in Nigeria largely depends on your preferences, content interests, and budget. While Netflix and Amazon Prime Video cater to a global audience, iROKOtv and Showmax are tailored to meet the demands of the Nigerian and African viewership. Each platform has its strengths and weaknesses, so consider your preferences and usage patterns to make the best choice.

In the end, the growing competition among streaming services is undoubtedly a win for viewers in Nigeria, as it results in more diverse content choices and improved user experiences. Whichever streaming service you select, you can now relax and enjoy a wide array of entertainment options right at your fingertips. Happy streaming!