Natasha Akpoti, Buhari, Rufai among most-searched Nigerians in 2025
According to Google’s 2025 Year in Search report, Natasha Akpoti emerged as the most-searched Nigerian in 2025, a reflection of rising public interest in her political profile.
The heightened search activity in Nigeria this year was shaped by a mix of political developments, national events, global stories and cultural trends.
What drove the searches
The death of former President Muhammadu Buhari sparked renewed public interest in his life and legacy, adding to search volumes.
The passing of former national goalkeeper Peter Rufai also prompted many Nigerians to search for memories of his sporting career.
In entertainment, the gospel song Oluwatosin (Jesus Is Enough) by Tkeyz ft. Steve Hills topped the list of most-searched songs, followed by Joy Is Coming by Fido and With You by Davido & Omah Lay.
On-screen content also captured attention: director Kemi Adetiba ranked among the most-searched personalities, largely attributable to the popularity of her series To Kill a Monkey, described by Google as “the most searched local show of the year.”
Culture, lifestyle and global news also featured heavily
Beyond personalities and entertainment, many searches reflected interest in pop culture, food, lifestyle trends, and global events. Nigerians turned to Google to decode viral slang, for instance the word “Achalugo,” popularised by the film Love in Every Word, and internet-born phenomena like “Labubu.”
On the lifestyle front, there was a surge in recipe and drink searches, from traditional snacks like chinchin, to trending items like “Pornstar Martini” cocktails and health-focused ginger shots.
In the background were major global stories, such as the conflict between Israel and Iran, and the U.S. elections, which helped shape the overall pattern of search behaviour among Nigerians in 2025.
What Google said
Taiwo Kola-Ogunlade, Communications & Public Affairs Manager for Google West Africa, described the 2025 Year in Search as “more than just data; it’s a vibrant, unfiltered mirror of our collective attention.” According to him, the trends show how Nigerians used search to actively engage with both national and global developments, popular culture, and evolving lifestyles.