Nigerian filmmakers and producers gathered in Lagos for YouTube’s inaugural TV/Film Day, a workshop designed to help creators connect with global audiences and establish sustainable online businesses.
Hosted at Google’s Lagos office, this one-day event showcased various case studies from Europe, the Middle East, and Africa, featuring insights from entities like Channel Four and Fanatiks. The discussions also explored the growing trend of connected TV, noting that over two million Nigerians now enjoy YouTube on their living room screens.
The Lagos TV/Film Day is part of YouTube’s ongoing commitment to supporting African creators. It follows initiatives such as YouTube for FilmMakers 2024, the Celebration of Nollywood 2023, and the YouTube Black Voices Fund, as well as several training programs across the continent.
Tarek Amin, YouTube’s Director for the Middle East, Africa, and Turkey, emphasised the significance of this event for Nigerian creators. He stated, “The traditional barriers are being dismantled. Producers can now bypass conventional systems and engage directly with global audiences. Your content can travel from a studio in Lagos to a living room in London or New York. This marks a shift towards ownership and developing direct relationships with fans, ultimately fostering sustainable businesses.”
A press release from Monday revealed that YouTube’s platform mirrors the increasing digital consumption in Nigeria, where watch time surged by over 55% year-on-year as of October 2024. Notably, more than 70% of the viewership for Nigerian-produced content originates outside the country.
Miebaka Anga, YouTube’s Strategic Partner Manager, led the sessions and stressed that the approach was more than just offering a platform. He noted, “We’re equipping creators with the strategies and expertise needed to navigate the evolving media landscape and meet their business objectives.”
Nollywood star and producer Bolaji Ogunmola highlighted the changing viewing preferences: “For filmmakers today, the screen isn’t limited to cinemas or television sets. YouTube has become the new television for many Nigerians. It’s where audiences discover and share stories, cultivating fandoms that transcend borders.”
The event concluded with a networking session, which allowed producers to form partnerships and explore strategies for elevating Nigerian storytelling globally.
