Generative AI and Nigeria's Emerging Media Economy: Examining Socioeconomic Opportunities and Structural Constraints

Nigerian newsrooms are quietly experimenting with tools like ChatGPT, Claude, and Midjourney to draft headlines, summarize press releases, and generate images. Yet there is limited empirical data on how widespread this is, and what structural issues slow down adoption in Africa’s largest media market. This study examines the socioeconomic opportunities and constraints of Generative AI adoption among media professionals in Nigeria. A quantitative descriptive survey was conducted among 75 journalists, broadcasters, and digital content creators across Lagos, Abuja, and Port Harcourt. Google Forms was used for data collection. Purposive sampling was applied due to the absence of a national register of media practitioners. The questionnaire measured 4 constructs: awareness of GenAI, frequency of use, perceived impact on productivity and jobs, and structural barriers such as skills, cost, and infrastructure. Data were analyzed using SPSS v26. Descriptive statistics including frequencies, percentages, mean, and standard deviation were computed. Reliability was confirmed with Cronbach’s Alpha 0.824. Findings show high awareness: 86.7% of respondents rated their knowledge of GenAI as high or very high. Usage is moderate, concentrated on first drafts, headline generation, and social media content. Respondents strongly agree that GenAI reduces time spent on routine tasks and improves output speed. However, views on employment are divided, with 58% expressing concern about job displacement for entry-level roles. Key barriers include unstable internet, lack of formal training, high subscription costs, and ethical concerns about accuracy and misinformation. The study concludes that GenAI adoption in Nigeria’s media industry is at a transitional stage. While practitioners recognize its usefulness, sustainable integration will depend on targeted training, better digital infrastructure, and clear ethical guidelines from regulators like the NBC.