Nigerians turned to Google in 2025 with questions that paint a vivid portrait of a nation tracking everything from political upheaval to viral toy crazes, according to the tech giant’s annual Year in Search report released Thursday.
The data reveals a country deeply engaged with its political landscape, hungry for spiritual content, and racing to decode internet culture at the speed of memes. Senator Natasha Akpoti-Uduaghan emerged as the most-searched Nigerian personality of the year—a signal that political discourse dominated the national conversation in ways that transcended traditional media.
Politics Takes Center Stage
Akpoti-Uduaghan’s search dominance reflects more than celebrity; it’s a barometer of heightened political engagement in a year marked by controversy. The Kogi Central senator made headlines after alleging sexual harassment by Senate President Godswill Akpabio, a claim that sent shockwaves through Nigerian political circles and drove unprecedented search interest.
The year also saw Nigerians mourning and reflecting on major figures. The death of former President Muhammadu Buhari triggered one of the largest search spikes of 2025, as citizens revisited his eight years in office and debated his legacy. Other notable losses—Super Eagles legend Peter Rufai and Pope Francis—similarly drove searches as the nation paused to honor figures who shaped its history.
Globally, Nigerians kept close tabs on international developments, with the Israel-Iran conflict and U.S. elections ranking among top trending topics—evidence of a digitally savvy population tracking geopolitics in real time.
Gospel Beats Afrobeats (This Time)
In a surprising twist for a nation synonymous with Afrobeats, gospel music claimed the top spot in trending songs. “Oluwatosin (Jesus Is Enough)” by Tkeyz featuring Steve Hills dominated search queries, suggesting Nigerians increasingly sought spiritual comfort and inspirational content throughout the year.
The list wasn’t all church music, though. Fido’s “Joy Is Coming” took second place, while Davido and Omah Lay’s collaboration “With You” rounded out the top three—the latter also claiming the crown as the year’s most-searched lyrics. The emotional resonance and replay value of the Davido-Omah Lay track made it particularly sticky with listeners hunting for every word.
On the artist front, Tanzania’s Juma Jux emerged as the most-searched musician—a testament to the cross-border appeal of East African music and his high-profile marriage to Nigerian influencer Priscilla Ojo, which transformed their #JP2025 wedding into a viral cultural moment. The wedding festivities, complete with debates over whether they were elaborate marketing for a music video, exemplified how entertainment and reality blur in the digital age.
Nollywood’s Moment
Nigerian cinema flexed its muscles in the search data. Director Kemi Adetiba ranked among the most-searched personalities, propelled by the success of “To Kill a Monkey,” which emerged as Nigeria’s top trending local series. The show’s performance signals growing confidence in local content production that can compete with international offerings.
International series still held strong, with “Squid Game,” “Wednesday,” and “Bon Appétit, Your Majesty” capturing significant Nigerian attention. But the prominence of local productions in the rankings suggests a maturing industry finding its voice—and its audience.
“What Is Labubu?”
Perhaps the most telling insight into 2025’s digital zeitgeist: “What is Labubu?” topped the year’s questions. The toothy, mischievous toy figures from Pop Mart swept Nigerian social media, prompting a nationwide scramble to understand the character that seemed to appear everywhere overnight.
Other trending questions revealed Nigerians’ curiosity about internet culture moving at breakneck speed. Searches for “Achalugo”—popularized by the YouTube film “Love in Every Word”—spiked as users raced to decode meanings before conversations moved on. Terms like “Kelebu,” “Sope Purr,” “Ozempic,” and “nepo baby” highlighted how quickly global slang crosses borders and demands explanation.
“The 2025 Year in Search is more than just data; it’s a vibrant, unfiltered mirror of our collective attention,” said Taiwo Kola-Ogunlade, Google’s Communications & Public Affairs Manager for West Africa. “Whether it’s tracking the biggest headlines, reflecting on the icons we lost, or simply figuring out the latest slang, these lists show that Nigerians are using Search to actively engage with the world around them.”
Tech Appetite Remains Strong
Device searches revealed Nigeria’s dual appetite for premium and accessible technology. The iPhone 17 predictably topped gadget searches, but budget and mid-range options—Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro—also ranked highly, reflecting economic realities and a pragmatic approach to tech adoption.
This pattern mirrors broader trends across emerging markets where smartphone penetration continues growing primarily through affordable devices, even as aspirational interest in premium brands remains strong.
Kitchen Curiosity
Food searches blended tradition with global experimentation. While Nigerians searched for classic recipes like chinchin and asun rice, they also hunted for instructions on making Pornstar Martinis, ginger shots, and hummus—evidence of a cosmopolitan palate shaped by social media food trends and wellness culture.
The combination of searches suggests a population increasingly exposed to global culinary trends while maintaining deep connections to local food traditions.
What It All Means
Google’s Year in Search data provides a unique window into Nigeria’s collective consciousness—one that reveals a country simultaneously grappling with political questions, seeking spiritual grounding, consuming local and global entertainment, and maintaining relentless curiosity about the internet’s latest obsessions.
The 2025 trends show a digitally engaged nation where political discourse happens in real time, where gospel and Afrobeats coexist on playlists, where local content competes with Hollywood productions, and where viral toys can capture attention as effectively as presidential elections.
For brands, content creators, and anyone trying to understand Africa’s most populous nation, these searches offer invaluable insights: Nigerians are politically engaged, spiritually curious, culturally omnivorous, and always ready to decode the next viral moment before it passes them by.
The full 2025 Year in Search data for Nigeria is available on Google’s Trends portal, offering granular breakdowns across dozens of categories—from news and personalities to recipes and devices. As Nigeria heads into 2026, one thing remains clear: whatever captures the nation’s imagination next, Google will be there to track it.
