As Nigeria battles one of its worst economic crises in decades, many citizens are turning to YouTube for free access to Nollywood films, shunning more costly platforms like Netflix and cable TV.
“Love in Every Word,” a romantic film by celebrated Nigerian filmmaker Omoni Oboli, garnered over 20 million views on YouTube in just three months this year — a clear indicator of shifting viewing habits. Like many Nollywood productions, its success reflects a wider trend as Nigerians cut back on household spending amid inflation, subsidy removals, and currency reforms introduced under President Bola Tinubu.
Fuel subsidies that once kept transport and commodity prices relatively low have been scrapped, and government backing for the local currency halted, triggering soaring living costs. At the same time, entertainment providers have been hiking prices.
Netflix, for instance, raised its monthly premium subscription twice in 2023 — now charging 7,000 naira (around $4.50), up from 4,400 naira. It’s a steep price in a country where over half of the 230 million population lives in poverty, according to the World Bank.
“Many people are cutting their entertainment expenses, especially cable and streaming services,” said a report by Lagos-based think tank SBM Intelligence.
With Nollywood churning out an average of 50 films a week — second only to India’s Bollywood — viewers are spoilt for choice on free platforms. And YouTube, with its wide accessibility and interactive features, is quickly becoming the go-to source for entertainment.
Adeleke Adesola, a 31-year-old health worker from Ibadan, said her switch to YouTube was motivated by both affordability and engagement. “I feel good when I read a comment that echoes my own thoughts about a movie. And I don’t have to pay any subscription to watch,” she told AFP.
In the face of falling demand, Africa’s biggest pay-TV provider, MultiChoice, lost nearly 250,000 subscribers between April and September 2024.
Despite recording a rise in Nigerian subscriptions last year, Netflix has significantly reduced the number of new Nigerian productions it commissions — a trend mirrored by rival platform Prime Video.
With cinema outings now considered a luxury for millions, both consumers and filmmakers are pivoting to more affordable avenues like YouTube.
Kazeem Adeoti, filmmaker and co-founder of iBAKATV’s YouTube channel, said full-length Nollywood films on the platform have surged. Many top actors, he noted, have also launched their own YouTube channels to connect directly with audiences.
YouTube: A Cost-Effective Alternative
Unlike major streaming platforms or cinemas, YouTube allows filmmakers more flexibility and lower production costs.
“There are no set requirements for cameras, costumes, or language choices,” said Seun Oloketuyi, founder of the Best of Nollywood (BON) Awards. “Movies made for YouTube are significantly cheaper to produce than those for cinema or digital streaming platforms.”
He added that filmmakers not only reduce costs but also retain ownership rights and can still earn decent revenue through ads.
According to Google West Africa spokesperson Taiwo Kola-Ogunlade, watch time for Nollywood content on YouTube remains consistently high, signalling strong viewer interest. “This benefits creators and also boosts YouTube’s ad revenue,” he explained.
While both Netflix and Prime Video have stated they do not intend to exit the Nigerian market, contract terms for local filmmakers have changed. In particular, films licensed to Netflix are now often restricted to African audiences — leaving YouTube as the leading option for reaching the Nigerian diaspora.
