According to reports reaching BMA, YouTube is rapidly emerging as a preferred entertainment platform for millions in Nigeria – primarily because it offers free access to Nollywood films amid rising subscription costs and shrinking household budgets.
For instance, as the leading pay-TV provider, MultiChoice lost nearly 250,000 subscribers between April and September 2024; around the same time, Omoni Oboli’s film “Love in Every Word” exceeded 20 million views on YouTube—a clear signal of shifting viewing patterns.
Also, as many Nigerians experienced budgetary squeezes due to unfavourable economic conditions, streaming platforms have raised prices. Netflix, for instance, increased its premium package twice last year—from $3 to $10—pricing out many Nigerians.
Lagos-based think tank SBM Intelligence reports a widespread trimming of entertainment budgets, with many abandoning paid subscriptions. “I enjoy reading comments while watching, and I don’t have to pay,” said Adeleke Adesola, a health worker from Ibadan who now primarily watches Nollywood films on YouTube.
The migration to free platforms is also reshaping the local film industry. Netflix and Prime Video have scaled back their commissioning of Nigerian productions, prompting many filmmakers to turn to YouTube. Kazeem Adeoti, co-founder of iBAKATV, noted a surge in full-length films posted to the platform, with top actors launching their channels now.
Google West Africa reports consistently high viewing times for Nollywood content, leading to increased ad revenue for creators. Film producer Seun Oloketuyi highlighted YouTube’s cost advantages: “It’s cheaper to produce, creators keep ownership, and the returns are still strong.”
Though major streaming platforms remain in Nigeria, YouTube’s affordability, global reach, and accessibility redefine how Nigerians — and the diaspora — engage with homegrown content.
