Nigerian Filmmakers Pivot to YouTube Amid Streaming Challenges

As global streaming giants like Netflix and Amazon Prime scale back their African operations due to profitability challenges, Nigerian filmmakers are increasingly turning to YouTube as an alternative platform. This shift is driven by several factors, including accessibility, control over distribution, and the ability to reach a broader audience.

One of the most notable examples of this trend is Omoni Oboli's romantic drama Love in Every Word. Released on March 15, 2025, the film garnered over 11 million views on YouTube within just seven days of its release. Despite a brief interruption due to a copyright dispute, the film's popularity underscores YouTube's potential as a distribution platform for Nigerian filmmakers. 

Filmmakers like Kunle Afolayan and Seun Oloketuyi have also embraced YouTube as a distribution platform. Afolayan released his films The CEO and Phone Swap on YouTube, aiming to make his work accessible to a wider audience. Oloketuyi, after battling piracy, began releasing his films exclusively on YouTube, allowing him to control distribution and increase earnings.

YouTube's global reach allows Nigerian filmmakers to connect with audiences worldwide. Channels like Libra TV and ApataTV+ have amassed millions of views, demonstrating the platform's potential for Nollywood content. These channels have become significant players in the Nigerian film industry, offering a platform for filmmakers to showcase their work to a global audience. 

While YouTube offers numerous benefits, it also presents challenges. Filmmakers face issues like piracy, limited monetisation options, and the need for rapid production timelines. Additionally, the lack of quality control can affect the perception of Nollywood films. Despite these challenges, many filmmakers view YouTube as a viable alternative to traditional streaming platforms.