UNPACKING THE LUCRATIVE POTENTIAL OF ONLINE SKIT-MAKING IN NIGERIA: AN EXPLORATORY STUDY OF SKIT MAKERS AND THE INDUSTRY

Abstract

Online skit-making has become a lucrative form of entertainment, resonating with audiences across the globe and providing a platform for addressing societal issues through humour. The proliferation of social media has democratized content creation, enabling many young Nigerians to turn their creativity into viable careers in the skit-making industry. The economic impact of this industry is significant, with a growing number of skit-makers achieving substantial financial success through various revenue streams, including advertisements, sponsorships, and brand partnerships.This study examines the emerging, yet burgeoning online skit-making industry and skit makers in Nigeria, through a case study of Brain Jotter and Mr. Funny. The study utilizes Uses and Gratifications Theory as its theoretical framework, to investigate the motivations behind the increasing involvement of Nigerian youths in the skit-making industry, and unravel the lucrative aspects of online content creation in Nigeria. Incorporating primary and secondary data from interviews and content analysis, this qualitative research maps the industry's landscape, identifies key players, and analyzes their motivations, successes, and challenges. The findings reveal that online skit-making offers a lucrative career path for many young Nigerians, especially in the face of high unemployment rate. This study contributes to an understanding of Nigeria's creative industries, entrepreneurship, and social media ecosystems, informing policy development and interventions supporting youth employment. In the end, it is recommended that skit-making can be leveraged as a viable career option.