Nollywood, Nigeria’s movie industry, has experienced a significant shift in recent years, with many filmmakers taking their content directly to YouTube. One of the most notable achievements in this space was when Bimbo Ademoye hit 27 million views with only four films—Shining Star, Unexpected Places, Last Straw, and the hugely successful RUSE. This news made waves across the industry, surprising many who didn’t expect such a feat from an actress relatively new to film production. But is the YouTube wave in Nollywood all it’s cracked up to be?
YouTube: The New Money Machine for Nollywood Filmmakers
Ever since reports revealed that Nollywood filmmaker Ruth Kadiri made billions from releasing her movies on YouTube, almost every actor and actress has jumped on the platform. The trend is so strong that many now carry the title of “filmmaker” simply because they release their movies on YouTube. While it’s a welcome development to see more Nollywood content online for free, it’s essential to understand how these filmmakers actually make money from YouTube.
Filmmakers earn revenue from YouTube primarily through ads, fan contributions, and partnerships. The more views their videos generate, the more money they can earn through ads shown before, during, or after the film. YouTube offers various ad types, including skippable and non-skippable ads, and the earnings depend on several factors:
- The number of views
- Audience demographics
- Engagement (likes, comments, and shares)
As Ruth Kadiri herself said, “If you remove YouTube from the industry, people will go hungry.” This shows just how crucial YouTube has become for Nollywood’s economic survival.
The Dark Side of the YouTube Rush
However, while the financial benefits of YouTube are clear, there’s a growing concern about the quality of content being pushed onto the platform. Many Nollywood filmmakers are focusing solely on the money they can make, neglecting the business and artistic aspects of filmmaking.
You see, filmmaking isn’t just about shooting a story and uploading it. It involves layers of business, like intellectual property rights, contracts, and proper production processes.
Unfortunately, a lot of the movies on YouTube today are half-baked. The same storylines are being recycled, and some filmmakers are churning out two movies in two weeks with minimal locations, low production quality, and no creativity. This mad rush for money has led to a flood of subpar films.
The Gap Between Cinema and YouTube
There’s a noticeable gap between the quality of movies in cinemas or on streaming platforms like Netflix and Amazon Prime, and the ones on YouTube. Filmmakers like Niyi Akinmolayan, Kunle Afolayan, Bolanle Austeen Peters, and Funke Akindele are setting a high standard with their cinema and streaming releases. These filmmakers understand that filmmaking is 40% passion and 60% business, and they approach it with the seriousness it requires.
In contrast, many of the YouTube releases feel rushed, with less attention to storytelling or production values. This isn’t to say that YouTube is inherently bad for Nollywood, but the platform has become overcrowded with content that doesn’t meet the standards we’ve come to expect from the industry.
Is YouTube the Problem?
Let’s be clear—putting movies on YouTube isn’t the issue. The real problem is the influx of filmmakers who don’t understand the art and business of filmmaking. They see YouTube as an easy way to make money and, in the process, dilute the quality of content available.
What’s the solution? Established filmmakers—those who understand the craft, need to enter the YouTube space and set the bar higher. For example, Biodun Stephens, a seasoned filmmaker with successful films like Breaded Life The Kujus and many others, has a YouTube channel called Shutterspeed. Her decision to join the YouTube trend is a welcome development because she brings quality to the platform.
Veteran filmmakers like Omoni Oboli have also embraced YouTube, and we’re all waiting for the likes of Niyi Akinmolayan and Funke Akindele to join in. When more quality films are on YouTube, it will force other filmmakers to step up their game.
The Future of Nollywood on YouTube
YouTube is a powerful platform, and it’s not going anywhere. However, we must ensure that it isn’t dominated by filmmakers who don’t respect the art of filmmaking. If we want Nollywood to continue growing and thriving, we need to maintain high standards, even on platforms like YouTube.
Let’s not leave YouTube to be overtaken by those who don’t understand what true filmmaking is about. If veterans enter the space, they can elevate the standard and push others to create better content. It’s either we do it the right way or not at all. The future of Nollywood on YouTube depends on the quality of the films we put out, and that starts with understanding that filmmaking is both an art and a business.
YouTube may be the wave, but we need to ride it with care.
While I think YouTube is really great for the industry
I wonder how sustainable it will be in the future. I mean even in terms of the revenue made. It’s great now because of the devaluation of the naira.