Nigerian filmmakers increasingly turn to YouTube for new movie releases as global streaming services retreat from the market. A notable example is Omoni Oboli’s romantic comedy Love in Every Word, which amassed over one million views within 24 hours and five million views in three days. Oboli expressed her surprise at the film’s success, emphasising that this shift challenges traditional Nollywood norms.
The exit of platforms like Amazon Prime, which recently shut down its African operations, and Netflix’s reduction in Nigerian content reflect a struggle for profitability within the African market. Rising ticket prices and limited cinema access in a country of 200 million—only 102 cinemas exist—have also shifted audience preferences toward affordable streaming options or free content on platforms like YouTube.
Oboli’s experience highlights that while YouTube allows for creative freedom and bypasses traditional distribution bottlenecks, it often sacrifices production quality due to minimal oversight. Filmmakers face challenges such as low payment for screenwriters and hurried post-production. Despite these issues, platforms like YouTube are democratising the film industry, allowing new creators, like Nora Awolowo, to connect directly with audiences.
However, piracy remains a significant problem, with popular films frequently reposted across unauthorised channels. The evolving landscape is reshaping Nollywood, ushering in a new era of filmmaking that prioritises accessibility and audience-driven content.
