Acclaimed filmmaker Kunle Afolayan has strongly criticised the growing trend of Nollywood producers turning to YouTube as a primary alternative to major streaming platforms.
In a recent interview with former Minister of Finance Kemi Adeosun, Afolayan insisted that YouTube can never compete with Netflix or Amazon Prime in the quality of experience or returns it offers for movie streaming.
He acknowledged, however, that the platform remains useful for newcomers and producers who lack the resources or industry connections needed to secure deals with global streamers or theatrical releases.
“Nollywood producers rushing to YouTube is not the way to go. YouTube can never give you what Netflix and Prime would give you. However, it is the most flexible. It is for everyone. It is like a starting point. If you don’t have the strength to negotiate or access to the big players, you open an account and put your movie there. If people watch, you get your money,” Afolayan stated.
The filmmaker linked the current rush to YouTube directly to Nigeria’s challenging economic reality, particularly the high dollar-to-naira exchange rate.
He argued that producers are celebrating modest view counts because of the favourable conversion. “Nigerian filmmakers are rushing to YouTube because of the dollar exchange rate. At ₦1,400 to $1, they celebrate 1 million views because it can bring in about $10,000. But if the dollar falls to ₦200, everyone will run away from YouTube. I pray the dollar-to-naira exchange rate comes down,” he added.
Afolayan’s comments highlight ongoing debates within the Nigerian film industry about sustainable distribution strategies and the long-term impact of economic pressures on creative choices.