In the midst of Nigeria’s ongoing economic challenges, many citizens are turning to YouTube for their entertainment needs, particularly Nollywood films. As the country grapples with inflation, subsidy removals, and currency reforms, the cost-conscious population is opting for the free access provided by YouTube over more expensive platforms like Netflix and cable TV.
One example of this shift in viewing habits is the success of Omoni Oboli’s romantic film, “Love in Every Word,” which garnered over 20 million views on YouTube in just three months. This trend is not limited to one film but reflects a broader movement as Nigerians prioritize cutting back on household expenses in the face of rising living costs.
With the removal of fuel subsidies and the government’s decision to halt support for the local currency, the prices of essential goods and services have skyrocketed. Entertainment providers have also increased their prices, making platforms like Netflix less accessible to the majority of Nigerians. Netflix’s monthly premium subscription has more than doubled, making it unaffordable for many in a country where over half the population lives in poverty.
As a result, many people are turning to free platforms like YouTube for their entertainment needs. Nollywood, known for producing an average of 50 films per week, offers viewers a wide range of choices on these platforms. YouTube, with its accessibility and interactive features, has become the preferred source of entertainment for cost-conscious Nigerians.
Adeleke Adesola, a health worker from Ibadan, highlighted the appeal of YouTube for its affordability and engagement. She enjoys the ability to interact with other viewers through comments and appreciates not having to pay a subscription fee to access content.
In response to the changing landscape, entertainment providers like MultiChoice have seen a decline in subscribers, while Netflix has reduced the number of new Nigerian productions commissioned. As cinema outings become a luxury for many, both consumers and filmmakers are embracing more affordable options like YouTube.
Filmmaker Kazeem Adeoti noted the surge in full-length Nollywood films on YouTube and the trend of actors launching their own channels to connect directly with audiences. The platform offers filmmakers flexibility and lower production costs, making it a cost-effective alternative to traditional streaming platforms and cinemas.
According to Google West Africa spokesperson Taiwo Kola-Ogunlade, the high watch time for Nollywood content on YouTube indicates strong viewer interest, benefiting creators and boosting ad revenue for the platform. While Netflix and Prime Video remain in the Nigerian market, YouTube has emerged as the leading option for reaching the Nigerian diaspora due to changing contract terms and restrictions on content distribution.
