YouTube has taken another bold step to support Nollywood by hosting its first TV/Film Day in Lagos. The one-day workshop, held at Google’s Lagos Office in Ikoyi, brought together filmmakers, producers, broadcasters, and digital creators to explore new strategies for audience engagement, content optimization, and global distribution.
Nollywood Finds a Global Stage
Over the past few years, YouTube has become a dominant platform for Nigerian movies, giving filmmakers the opportunity to bypass traditional cinema and television channels. Stars such as Ruth Kadiri, Omoni Oboli, Bolaji Ogunmola, and Bimbo Ademoye have grown their audiences significantly through consistent releases on the platform.
The impact has been massive. For example, Love in Every Word — featuring Bamike “Bambam” Olawumi — amassed over five million views in just three days, proving YouTube’s ability to catapult Nigerian films onto the global stage. This has also fueled the rise of new actors who are fast becoming household names.
Democratizing Storytelling
According to Nigerian filmmaker Chris Ihidero, the cost of producing YouTube content is much lower than for cinemas or subscription platforms, making it easier for filmmakers to experiment and tell diverse stories.
Tarek Amin, YouTube’s Director for the Middle East, Africa, and Turkey, highlighted the platform’s transformative role:
“The old gates are coming down. For the first time, producers can bypass the traditional system and connect directly with global audiences. Your content can travel from a studio in Lagos to a living room in London or New York.”
Similarly, Nollywood star Bolaji Ogunmola emphasized that for many Nigerians, “YouTube is the new TV — a place where audiences discover stories, share them, and build fandoms that cross borders.”
Challenges Remain
Despite the opportunities, challenges persist. Filmmakers cited piracy, inconsistent monetization, and limited support for higher-budget productions as obstacles. Industry veterans like Ihidero called for structural reforms, including revitalizing public broadcasters like the Nigerian Television Authority (NTA) to complement digital platforms and expand distribution avenues.
YouTube’s Ongoing Commitment
The sessions were facilitated by Miebaka Anga, YouTube’s Strategic Partner Manager, who reaffirmed the platform’s dedication to Nollywood:
“We’re not just providing a platform; we’re providing strategies and expertise to help creators navigate this new media environment and achieve their business goals.”
YouTube’s first TV/Film Day builds on previous initiatives such as the 2024 Filmmakers’ Programme and the Black Voices Fund, signaling a long-term investment in helping Nigerian filmmakers achieve global relevance.
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