As streaming giants retreat, Nigerian filmmakers rediscover YouTube’s promise.
How quickly things change. One moment, Netflix and other streaming giants are dishing out lucrative licensing deals to Nollywood filmmakers, and the next, they’re pulling back, leaving creatives scrambling for alternatives. In this shifting ‘filming’ landscape, many are finding their way back to a platform they once viewed as second fiddle—YouTube.
Now, more than ever, it’s all about survival and, more importantly, relevance.
For years, YouTube was dismissed as a playground for amateur filmmakers, a space dominated by skits, low-budget productions, and an algorithm that seemingly favored sensational over cinematic. In the hierarchy of Nollywood, it was never the first choice for serious auteurs. But in a country where adaptability is key to longevity, YouTube is proving to be more than just a fallback. Suddenly, it’s becoming a lifeline.
What’s The Attraction?
What makes YouTube attractive isn’t just the accessibility, but the financial independence it offers. Through the YouTube Partner Program, filmmakers can earn from ad revenue, memberships, Super Chats, and even rentals. While the revenue per view might not rival the lump-sum licensing fees streaming giants once provided, consistent engagement can lead to sustainable earnings. Yes, unlike traditional distribution channels, YouTube allows creators to retain full control over their income, cutting out middlemen and maximizing profits.
Beyond the money, there’s another advantage—creative freedom. Filmmakers no longer have to navigate the rigid content guidelines, licensing headaches, or executive meddling that come with major streaming deals. YouTube provides an open stage where they can release their films on their own terms, market them however they see fit, and engage directly with their audience.
For a country where fans love nothing more than interacting with their favorite celebrities, this direct connection is priceless.
Also, there’s YouTube’s algorithm, the invisible hand shaping content discovery. The platform’s recommendation system amplifies content based on engagement, pushing well-received movies to a broader audience. Unlike the traditional box office model, where visibility depends on marketing budgets and cinema slots, YouTube gives even the smallest productions a chance to go viral—if they resonate with viewers.
Testimonies!
For Nollywood actress and producer Imade Osawaru, this shift isn’t just a trend; it’s a game-changer. She acknowledges that YouTube has expanded the reach of Nigerian films, exposing them to global audiences who might never have found them on mainstream streaming services or local cinemas.
“It’s not just about the money,” she says. “It’s about owning our stories and taking them directly to the people who love them.”
The tides turned even more noticeably this month when Kunle Afolayan—one of Nollywood’s most respected directors—made a bold move. A filmmaker once courted by Netflix, commissioned for multiple projects, Afolayan is now turning to YouTube to distribute content. Just a few years ago, such a move would have seemed unthinkable for a filmmaker of his caliber. Today, it’s a survival strategy.
What changed? The economics of streaming, for one. As platforms like Netflix reassess their investment in local content, fewer Nigerian filmmakers are securing big-budget licensing deals. Many who once scoffed at YouTube as a dumping ground for low-quality content are now embracing it as a viable alternative.
Up Next!
This resurgence isn’t just about necessity; it’s also about strategy. As Nollywood continues to evolve, YouTube is proving to be more than just a backup plan. It’s a new frontier, one where filmmakers aren’t just surviving but thriving, building direct relationships with their audiences and redefining what it means to succeed in the digital age.
Interestingly so, the once-dismissed platform has become a powerful stage. Nollywood, ever resilient, has found yet another way to tell its stories. Only this time, it’s doing it on its own terms.
