Nollywood stars embrace YouTube to bypass cinemas and streaming platforms, creating direct access to fans and new revenue opportunities in the digital age
Change, they say, is the only constant thing in life. And that change is sweeping across Nollywood as many Nigerian producers and actors shift to YouTube to share original content and reach wider audiences.
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In a country where cinema access remains limited and traditional platforms are scaling back, Nollywood stars embrace YouTube as the future of filmmaking.
The popular video platform has become a direct alternative for filmmakers, offering a route to bypass cinemas and streaming gatekeepers.
With global accessibility and fewer restrictions, YouTube now serves as both a storytelling outlet and a source of income for Nigerian creators.
One of the earliest to explore this digital route was Ruth Kadiri.
With consistent uploads of well-crafted drama and romance films, she quickly earned the title of “Queen of YouTube.”
Her content regularly garners millions of views, showing that audiences are eager for Nollywood content on accessible platforms.
Omoni Oboli’s romantic comedy Love in Every Word provides a clear example of YouTube’s power.
The film recorded over a million views within 24 hours of upload and crossed five million in just three days.
“It shocked me,” she said in an interview, adding that the performance challenged Nollywood’s traditional norms.
“The game has changed. People just want content they can find easily.”
The shift is also being fuelled by exits and reductions from streaming giants.
Amazon Prime Video shut down its African division earlier this year, and Netflix has significantly reduced its Nigerian slate.
These changes reflect broader concerns about profitability and scale within the African content market.
The game has changed. People just want content they can find easily.
Meanwhile, Nigeria’s cinema industry remains largely inaccessible to the broader population.
With just 102 cinemas serving over 200 million people, audiences are increasingly turning to free, on-demand content online.
Oboli acknowledged the trade-offs involved.
While YouTube offers freedom and a broad audience base, it often lacks the funding and quality control of major distributors.
Still, the rewards of independence are proving worth it for many.
Kunle Afolayan, one of Nigeria’s leading directors, has embraced the platform as well.
His decision to upload series and older films to his YouTube channel made waves in June when he declared, “YouTube is the future of the industry.”
The statement marked a pivotal endorsement from a long-time cinema and streaming supporter.
Similarly, Ayo Shonaiya, the filmmaker behind the 2023 Netflix debut of Afrobeats: The Backstory, has launched his YouTube channel R70 World.
It now hosts his older films including King of my Country and Spin alongside the full documentary series.
Shonaiya explained the move as part of a long-term strategy to preserve his legacy and reach global audiences directly.
However, monetisation remains a key challenge. YouTube’s earnings model in Nigeria offers lower returns than in markets like the U.S. or U.K., prompting creators to tailor their content to attract international viewers.
This shift is helping fight piracy, offering legal access to quality content while boosting earnings through ad revenue and sponsorships.
As more Nigerian filmmakers realise the potential of direct digital distribution, the platform is gaining credibility as a legitimate business model.
Filmmakers no longer have to rely solely on cinema releases or licensing deals with global streamers.
Instead, they are carving out new revenue streams and building direct relationships with their audiences.
As Nollywood stars embrace YouTube, they’re not just adapting to change—they’re shaping the future of African cinema.
Also read: Funke Akindele’s Finding Me, Omoni Oboli’s Love In Every Word Are Nollywood’s Q1 Stand-Out Movies
In doing so, they are redefining how stories are told, shared, and monetised in the digital age.
