Telecoms shift focus to data

By Philippine

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Nigeria’s telecommunications sector is entering a new phase of intense competition, as major operators shift focus from subscriber acquisition to data dominance amid slowing growth in new users.

Industry data shows that while mobile subscriptions have continued to rise, the pace of growth is tapering off as the market approaches saturation.

Active subscriptions stood at about 185.5 million as of March 2026, with teledensity nearing 86 percent—an indication that most Nigerians who need mobile lines already have them. As a result, leading operators such as MTN Nigeria, Airtel Nigeria, and Globacom are increasingly competing on data services, network quality, and infrastructure scale rather than sheer subscriber numbers.

MTN Nigeria continues to dominate the market with over 95 million subscribers and more than half of total market share, maintaining a significant lead over rivals. Meanwhile, Airtel Nigeria has been aggressively expanding its network, posting strong subscriber gains and consolidating its position as the second-largest operator.

Globacom, though still a key player, remains a distant third following earlier subscriber losses linked to regulatory clean-up exercises, and is now focused on rebuilding its base and strengthening infrastructure. The shift in competitive dynamics reflects a broader industry trend where rising data consumption is now the primary growth driver.

Analysts note that Nigeria’s telecom market is transitioning from rapid expansion to deeper usage, with existing customers consuming more data for streaming, fintech services, and digital content.

This evolution is forcing operators to ramp up capital expenditure on network upgrades, fibre expansion, and spectrum efficiency to handle surging data traffic and improve service quality.

Experts say the battle for market leadership will increasingly hinge on speed, coverage, pricing of data bundles, and value-added digital services, rather than voice or subscriber count alone. With competition intensifying and new entrants exploring innovative models, Nigeria’s telecom giants are now locked in a high-stakes race to control the country’s fast-growing data economy.