Nigerians turned to Google this year to track major news, entertainment, and cultural phenomena, with former President Muhammadu Buhari, Senator Natasha Akpoti-Uduaghan, and the viral toy Labubu topping the search charts, according to Google’s 2025 Year in Search report.
Buhari’s death led to one of the largest spikes in online interest, prompting many to revisit his political achievements and legacy.
The year also saw Nigerians searching for other notable figures who passed away, including Super Eagles legend Peter Rufai, Pope Francis, and footballer Diogo Jota.
Political curiosity surged, with Senator Natasha Akpoti-Uduaghan emerging as the most searched Nigerian personality. Google highlighted that she drew “unprecedented public interest” as citizens followed her growing influence on the national stage.
Global events captured attention as well. Conflicts such as the Israel–Iran war and international milestones like the U.S. elections featured prominently among news-related searches.
Tech-savvy Nigerians explored a mix of devices. Apple’s newly released iPhone 17 dominated searches, but mid-range phones including Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro also attracted high interest, reflecting the demand for both high-end and affordable gadgets.
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Entertainment remained a major driver of online activity. Gospel hit Oluwatosin (Jesus Is Enough) by Tkeyz featuring Steve Hills led music searches, followed by Fido’s Joy Is Coming and Davido and Omah Lay’s With You. In Nollywood, director Kemi Adetiba drew attention for her series To Kill a Monkey, the most searched local show of the year, while international series like Squid Game, Wednesday, and Bon Appétit, Your Majesty also engaged viewers.
Viral trends shaped curiosity online. The toy Labubu prompted the top question, “What is Labubu?”, while searches for trending slang including Achalugo, Kelebu, Sope Purr, Ozempic, and nepo baby reflected Nigerians’ interest in social media culture.
Food and lifestyle interests were diverse, ranging from traditional recipes like chinchin and asun rice to international dishes including lasagne and pornstar martini.
Taiwo Kola-Ogunlade, Communications and Public Affairs Manager for Google West Africa, said, “The 2025 Year in Search is a vibrant reflection of what Nigerians paid attention to. From major headlines and global conflicts to new slang and cooking trends, Nigerians used Search to explore the world around them.”
Google described the findings as a “vibrant, unfiltered mirror of our collective attention,” capturing how Nigerians engaged with news, culture, technology, and entertainment throughout the year.