9mobile's subscriber base declined from a peak of 23.5 million in September 2015 to less than 3 million by April 2025, representing an 87.4% loss

Key takeaways:

  • In September 2015, 9mobile had a peak subscriber base of 23.49 million.
  • After reaching that peak, its subscriber base fell steadily in late 2015.
  • The most drastic reduction happened between February and April 2024, with nearly 5 million customers lost in just three months.
  • 9mobile has lost more than 20 million customers since its peak in September 2015.
  • More than 10 million subscribers were lost between January and April 2025 (>78%).
  • 9mobile customers increased significantly until 2015, then steadily declined, with a steep reduction after 2023.
  • The subscriber base was mostly steady from January 2020 to February 2024.

Between 2014 and 2015, 9mobile saw strong subscriber growth, reaching approximately 23.5 million in September 2015. However, its customer base has been on a decreasing trend since late 2015, with a brief and temporary recovery in late 2018 before continuing its downward trend in mid-2019.

From late 2019, the company's customer base stabilised until January 2024, when it began declining drastically from 13.8 million to less than 3 million by April 2025, representing an 87% loss in just over a year.

This massive loss could be attributed to ongoing service issues, poor customer experience, or competitive pressure from its competitors.

Source:

Nigerian Communications Commission

Period:

May 2014 - April 2025
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Globacom’s average internet subscriber base fell by almost 64% in 2025, down to 15.8 million from its 2023 peak
  • MTN remains the market leader, growing from 26 million subscribers in 2013 to 75 million by early 2025.
  • MTN's market share was 53.10% in early 2025, with over 75 million active data subscribers.
  • Airtel saw consistent growth, rising from 8.2 million in 2013 to 48.7 million in 2025, now commanding over 34% market share.
  • Globacom’s data subscriber base peaked in 2023 at 43.7 million but fell sharply by 2025 to 15.8 million.
  • 9mobile's market share in 2025 dropped to just 1.29% from its 2016 peak of 16.31%.
  • Globacom’s market share dropped significantly from its peak of 29.27% in 2017 to 11.16% in 2025.
  • Airtel doubled its market share from 18% in 2013 to 34% in 2025.
  • 9mobile's data subscriber base crashed by 88% from its 2016 peak to less than 2 million in 2025.
4G now accounts for about half of Nigeria’s mobile network market as of April 2025; 5G grows slowly
Key Takeaways:
  • The Nigerian subscribers' preference trend shows their acceptance of faster networks.
  • 2G's market share dropped significantly from 58.36% in May 2023 to 39.67% in April 2025.
  • 4G adoption rose steadily from 25.06% to 49.27% within the same period.
  • 5G adoption increased by nearly 23-fold from 0.12% to 2.81%, showing the strongest growth rate in the same period.
  • A major transition occurred around May 2024 when 4G adoption jumped from 34% to 43%.
  • 3G gradually declined from 16.46% in May 2023 to 8.25% in April 2025.
Globacom's internet subscriber base dropped by an average of nearly 64% in 2025 to 15.8 million from its 2023 peak
Key Takeaways:
  • MTN remains the market leader, growing from an average of 26 million subscribers in 2013 to an average of 75 million by early 2025.
  • The average active data subscribers for MTN was over 75 million in early 2025.
  • Airtel saw consistent growth, rising from 8.2 million in 2013 to 48.7 million in 2025, on average.
  • Globacom’s average data subscriber base peaked in 2023 at 43.7 million but fell sharply by 2025 to 15.8 million.
  • 9mobile's average data subscriber base in 2025 dropped to just 1.8 million from its 2016 peak of 15.2 million.
In 2025, 9mobile only added 1-3 new members each month through porting, compared to a peak of 324 in 2022, representing an almost 100% reduction
Key Takeaways:
  • In June 2022, 9mobile recorded a peak of 324 port-ins.
  • The lowest port-in figure during the period was recorded in February 2025, with only one subscriber.
  • In June 2021, 9mobile received 191 new ported-in users, which decreased to 3 by April 2025.
  • Monthly port-in numbers have been progressively dropping, from a three-digit to a single-digit level by 2025.
  • A slight recovery was observed in May 2024 (226), but it was not sustained.
  • By early 2025, port-ins dropped to as low as 1-3 per month.
  • This trend is consistent with a sharp decline in its subscriber base.
  • Compared to other service providers, 9mobile has struggled to attract and maintain switching clients.
As of 2025, MTN and Airtel jointly control over 85% of the market share, whereas Globacom controls 12%, and 9mobile has control over less than 2% of the market
Key takeaways:
  • MTN maintained the highest market share, growing from 41% in December 2015 to 52% by April 2025.
  • Airtel grew significantly, expanding from 22% in December 2015 to 34% by Apr 2025.
  • 9mobile experienced a steep decline, falling from 15% to 2% over the same period.
  • Globacom maintained stability until 2023, then saw a dramatic fall from 27% to 12% by December 2024.
  • The total market grew from 148.7 million in 2015 to 172.7 million subscribers in 2025 (16% growth).
  • 9mobile's market share declined from 22.2 million subscribers (15%) to just 3.0 million (2%) in 2025.
  • Globacom lost 41.5 million subscribers between 2023 and 2024.
  • Airtel's market share expanded from 22% to 34%.
9mobile lost more than 110,000 users porting to other providers in 47 months, with the largest outflow exceeding 5,000 users between July 2024 and April 2025
Key Takeaways:
  • September 2024 saw the most outbound departures (7,127), followed by January 2025 (6,716 losses).
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  • The outflow has accelerated considerably since mid-2023, showing growing subscriber dissatisfaction or more appealing options.
  • The largest monthly outflows occurred between July 2024 and April 2025, when more than 5,000 subscribers left on a consistent monthly basis.
  • Early 2021 numbers were extremely low, with only 323 ports in June and July 2021.
  • The number of subscribers transferring out decreased dramatically between September 2024 and December 2024, before peaking again in January 2025.
  • Monthly port-outs rose from 323 in June 2021 to 7,127 in September 2024, an approximately 2,107% increase.
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