In a workshop hosted by YouTube on August 22nd for producers, broadcasters, and Nollywood creators, YouTube revealed that over 70% of the views on Nigerian-produced content come from outside the country.
YouTube has increasingly become the platform of choice for Nigerian content creators, including Nollywood stars, with many films on the platform amassing millions of views, and content like Rema’s Calm Down music video recording over 1 billion views.
Nigerian content creators, including the Africa-revered Nollywood, are moving away from streaming platforms like Netflix, Amazon Prime, and Showmax, and hosting their content directly on YouTube, and just as easily, their audience is meeting them there.
These statistics reflect a globalisation of Nigerian content, where increased content quality and the proliferation of star-studded Nollywood content on the platform are attracting more foreign than local viewers, demonstrating access to newer markets. While the specific markets were not revealed, it is clear that Nigerian content has captured the hearts of people across borders.
YouTube also revealed that watch time on Nigeria-produced content increased by 55% as of October 2024, with over 2 million Nigerians now watching content on their TVs.
In addition to foreign viewers, YouTube creators also have an audience in younger viewers, as YouTube revealed that Gen-Zs are increasingly turning to YouTube as their platform of choice.
It is, however, surprising that with Nigeria’s population of over 200 million and Internet penetration of over 48%, a notable portion of content creators’ audience comes from outside the country. Nonetheless, the effect this will have on Nigerian creators is left to be seen.
Reflecting on this shift, Nollywood actress and producer, Bolaji Ogunmola, commented, “As filmmakers, the screen no longer means only the cinema or television set. For many Nigerians, YouTube is the new TV. It is where audiences discover stories, share them, and build fandoms that reach across borders.”
The event, which was designed to equip the country’s top storytellers with new strategies for reaching global audiences in the digital era, proved that Nigerian creators have the potential to become as widely watched as their Western counterparts.
“This is a great opportunity to get hands-on with our partners. We’re not just providing a platform; we’re providing the strategies and expertise to help them navigate this new media environment and achieve their business goals,” Miebaka Anga, Strategic Partner Manager at YouTube, said.
