Why Filmmakers Now Turn to YouTube, Insights from Deyemi Okanlawon
On August 4, 2025, actor‑producer Deyemi Okanlawon highlighted a growing trend in Nollywood: filmmakers are increasingly releasing films on YouTube instead of traditional cinemas or streaming services.
Speaking on Channels TV’s Rubbin’ Minds, Okanlawon explained that theatrical distribution poses significant barriers for independent filmmakers. The high costs of cinema rollout, limited showtimes, and politics around marketing make cinemas less accessible to emerging creators. In his words, serious filmmakers are now gravitating to YouTube because it is “very democratic” and eliminates gatekeepers deciding worthiness based on popularity or marketing spend.
Financial concerns are also critical. Although one of his films grossed over ₦130 million at the box office, he received only about 40% of ticket sales, a share that didn’t cover production expenses. In contrast, YouTube offers direct monetisation through ad revenue and creator tools, allowing filmmakers to retain a larger share of their earnings.
Broader Context: Nollywood’s YouTube Revolution
1. Accessibility & Reach
YouTube’s free access model makes Nollywood films reachable to audiences who can’t afford subscriptions—something vital in Nigeria’s economic landscape. The platform has been especially critical in democratising access to homegrown stories.
2. Creative & Operational Freedom
With YouTube, creators maintain full control over release schedules, marketing, and content quality. There’s no need to comply with strict cinematic or streaming standards, enabling more experimentation and quicker publication.
3. Changing Streaming Landscape
Global platforms like Netflix and Amazon Prime Video have reduced investment in Nigerian originals. As these giants scale back, YouTube fills the void as a viable distribution channel.
4. Revenue Diversity
YouTube supports various monetisation avenues—advertisements, channel memberships, Super Chats, sponsored content—that cumulatively offer sustainable income for filmmakers with strong followings. While YouTube ad rates are lower compared to Western markets, creators targeting viewers in the U.S. or UK can generate substantially more earnings.
5. Piracy Countermeasures
Piracy is a longstanding challenge in Nigeria’s film ecosystem. The strategic release of full-length films on YouTube offers a legal alternative that curtails unauthorized distribution by providing direct access at no cost.
Success Stories & Industry Responses
Omoni Oboli’s “Love in Every Word” went viral on YouTube, amassing over 7 million views within five days, shifting conversations to plot relevance and character dynamics rather than production quality.
Filmmakers like Ruth Kadiri, Kunle Afolayan, and Uche Nancy have embraced YouTube, releasing both archived content and new films directly to viewers—marking a deliberate shift away from traditional funding models and distribution constraints.
Looking Ahead
YouTube is no longer just a stopgap, it’s emerging as a primary distribution avenue in Nollywood, especially for low- and medium-budget films. It fosters audience growth, creative freedom, and financial independence. While large-scale cinematic releases still exist, the shift signals a future where storytelling thrives on reach and authenticity rather than institutional gatekeeping.