Google's highly anticipated Year in Search report for 2025 has provided a clear and compelling digital portrait of Nigeria's collective consciousness. Released on 4 December 2025, the data reveals a nation deeply invested in its political landscape, captivated by global conflicts, and enthusiastically driving its own cultural phenomena.
Political Figures and Global Events Capture National Attention
The search trends for the year placed a significant spotlight on influential personalities and major world events. Senator Natasha Akpoti-Uduaghan emerged as the most-searched Nigerian personality, underscoring the intense public interest in political discourse and leadership throughout the year. She led a list of prominent figures that included footballer Eberechi Eze, Sim Fubara, actress Chika Ike, musician Mr Eazi, and filmmaker Kemi Adetiba.
On the international stage, Nigerians actively used Google to follow two major developments: the Israel-Iran War and the U.S. elections. These searches highlight the Nigerian public's keen awareness of geopolitical events that shape global stability and economics.
The year was also marked by moments of national reflection and mourning. The passing of former President Muhammadu Buhari triggered a massive surge in searches as citizens revisited his legacy and tenure. Similarly, the football community turned to Search to honour the memory of legendary Super Eagles goalkeeper, Peter Rufai. The reported death of Pope Francis also prompted widespread search activity, indicating a moment of global spiritual reflection for many Nigerians.
Nigerian Entertainment and Culture Dominate Digital Space
In 2025, Nigeria's creative industry firmly held the public's imagination. The trending songs list showcased a diverse musical appetite, blending spirituality with mainstream Afrobeats. The gospel track 'Oluwatosin (Jesus Is Enough)' by Tkeyz ft. Steve Hills topped the charts, followed by the uplifting 'Joy is Coming' by Fido and major collaborations like Davido and Omah Lay's 'With You'.
Nollywood's influence was powerfully felt, with director Kemi Adetiba ranking among the most searched personalities, driven largely by the success of her hit series 'To Kill a Monkey', which was the most searched local show. The film 'Love in Every Word' also left a significant mark, popularizing the term "Achalugo" and driving numerous searches for its meaning.
Internet culture provided some of the most colourful insights. The viral 'Labubu' craze had so many Nigerians asking "What is Labubu?" that it dominated the questions list. In the kitchen, search queries revealed an adventurous blend of local and global tastes, with users seeking recipes for everything from the traditional snack Chinchin to the trendy Pornstar Martini and health-focused Ginger Shots.
A Digital Reflection of National Curiosity
Taiwo Kola-Ogunlade, Communications and Public Affairs Manager for West Africa at Google, commented on the findings, stating that the 2025 Year in Search is more than just data; it's a vibrant, unfiltered mirror of our collective attention. He noted that whether tracking headlines, reflecting on lost icons, or decoding the latest slang, Nigerians are actively using Search to engage with their world.
The comprehensive list of trending items includes movies like Straw, Sinners, G20, The Gorge, and K-Pop: Demon Hunters. The nation also noted the reported passings of other figures such as Diogo Jota, Charlie Kirk, Hulk Hogan, and Uma Ukpai. This annual report solidifies Google Search's role as the primary tool for Nigerians to satisfy their curiosity, stay informed, and participate in the cultural conversation.
