Google has unveiled its 2025 Year in Search report, offering an expansive look into the topics, personalities, entertainment, and cultural moments that captured the attention of millions of Nigerians throughout the year.
Released on Thursday, the annual data showcases how Nigerians relied on Search to follow political developments, decode global events, honour national figures, and engage with the country’s evolving entertainment and lifestyle trends. The report also reflects the nation’s shifting curiosities from viral characters to food experiments, painting a clear picture of what shaped conversations both online and offline in 2025.
Political engagement featured heavily. Senator Natasha Akpoti emerged as the most searched Nigerian personality of the year, underscoring heightened public interest in political actors and national governance. Her growing influence, public interventions, and increased visibility contributed to her leading position on Search.
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International affairs also drew widespread attention, particularly the Israel–Iran conflict, which dominated global headlines earlier in the year. Searches on the U.S. elections surged as Nigerians monitored campaign developments, policy debates, and projections around the new administration. These topics ranked prominently among the top global trends for Nigerian users.
Google Search also became a place of collective mourning. Nigerians turned online to confirm news and share tributes following the deaths of several notable figures. Former President Muhammadu Buhari, who passed away in early 2025, was one of the most searched names nationwide. The death of former Super Eagles goalkeeper Peter Rufai generated significant emotional responses among football lovers, while global attention followed the passing of Pope Francis, prompting a spike in related searches across the country.
Entertainment remained one of the biggest drivers of online activity. In music, Nigerian artists led the year’s top searches. ‘Oluwatosin (Jesus Is Enough)’ by Tkeyz featuring Steve Hills ranked as the most searched song, reflecting the continued popularity of inspirational music. Fido’s ‘Joy Is Coming’ and ‘With You’, a hit collaboration between Davido and Omah Lay, followed closely, reinforcing Afrobeats’ strong digital footprint.
The film and series category showcased Nigeria’s increasingly robust creative industry. Producer and director Kemi Adetiba appeared among the most searched personalities, driven largely by the widespread success of To Kill a Monkey.
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The project stood out as the top trending local series in 2025, reflecting the appetite for home-grown stories and high-quality Nigerian productions.
Cultural trends also defined the year’s top questions. “What is Labubu?” emerged as Nigeria’s most searched query, as social media users sought explanations for the mysterious, viral character that dominated online conversations and meme culture. Another notable curiosity was the meaning of “Achalugo,” popularised by the YouTube film Love in Every Word, further illustrating the influence of digital content on everyday language.
Searches around food showed a blend of tradition and experimentation. Nigerians looked up classic recipes such as chinchin, sausage rolls, and other home favourites. At the same time, interest grew in health-conscious and globally inspired options like Ginger Shots, Pornstar Martini, hummus, and lasagna reflecting a broadening culinary curiosity across urban centres.
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Speaking on the report, Taiwo Kola-Ogunlade, Communications & Public Affairs Manager for Google West Africa, said the findings offer deep insight into how Nigerians interact with information. “The 2025 Year in Search is more than just data; it’s a vibrant, unfiltered mirror of our collective attention. These lists show how Nigerians are using Search to actively engage with the world around them seeking clarity, creativity, and connection.”
The full 2025 Year in Search list for Nigeria is available on the Google Trends portal, providing category-by-category breakdowns of the year’s biggest moments.
Esther Ososanya is an investigative journalist with Pinnacle Daily, reporting across health, business, environment, metro, Fct and crime. Known for her bold, empathetic storytelling, she uncovers hidden truths, challenges broken systems, and gives voice to overlooked Nigerians. Her work drives national conversations and demands accountability one powerful story at a time.
