Analysis by Glitch Africa Studios of Google’s 2025 "Year in Search" data offers a striking look into the complex and often controversial online preoccupations of Nigerian internet users, highlighting major trends across personalities, relationships, and technology.
The list of most-searched personalities in Nigeria was topped by Natasha Akpoti, whose story, involving "very strong claims against the Senate President" and her subsequent suspension, generated high search volume. Panelists on the Glitch Africa Studios platform also noted the significant, continuous trend of the controversial figure Gist Lover (Gigi), whose "G University" phenomenon and viral voice led some to argue he deserved a higher spot due to his long-running momentum. Other prominent names searched included Priscilla Ojo, VDM, Mr. Eazi, and Fubara.
In the realm of artists, the search trends saw a major presence of foreign figures. The number one most-searched artist was Aaron Pierre, whose interest spiked due to his relationship with Tiana and his appearance on the Jennifer Hudson Show. Foreign artists like Juma Jux and South Korean actress Kim Sarona, who tragically died in February 2025, also ranked highly. Nigerian artists such as Mr. Eazi, whose wedding to his partner was described as a "unique" event characterized by "class and dignitaries," also featured.
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A significant portion of the Glitch Africa Studios discussion focused on the public’s search for definitions. The number one most-searched meaning was Odogwu, defined by one panelist as an "allrounder"—generous, romantic, well-built, and generally good in every area. This discussion led to a controversial debate about affection, money, and sex, with one panelist insisting that a man’s wealth "should reflect on your woman" and admitting she is "not a sex person," stating that "one minute of knacking is enough". She stated her preference for a "rich pot-bellied man" over a physically fit man who could "entertain you for hours". She also defended her past generosity, explaining she gave her ex-boyfriend "all my crypto, my Bitcoin, my Ethereum". This segment also introduced the concept of biting as a "form of affection" in a relationship, equating a partner to "food" that one has "every right to bite" when they look "so appetizing".
Nigerian entertainment searches revealed high interest in the Prostar Martini recipe as the top-searched food item. For movies and series, the top-searched movie series was Squid Game Season 2, despite some panelists arguing that the Nigerian series Beauty in Black should have ranked higher. The top-searched lyric was "With You" by Davido, and the biggest song was "God’s Garments," suggesting a deep public desire for spiritual music.
On the technology front, the most searched device was the iPhone 17, generating a predictable "frenzy". Meanwhile, the most-searched meaning of a word used to navigate potential trouble was "allegedly," which trended as people used it to excuse themselves from making definitive claims. The most-asked questions included "Who is the biggest streamer in Africa" and "Who is Charlie Kirk".
