By Mubarak Bankole
70 per cent of views for Nigerian content on YouTube are now originating outside the country. This was disclosed at the company’s first-ever TV/Film Day event, which was held in Lagos. The one-day workshop brought together broadcasters, producers, and Nollywood creators to discuss how to build sustainable online businesses and achieve maximum global reach on the platform.
Similarly, watch time for Nigerian content on YouTube has risen by more than 55 per cent year-to-date. The figures indicate the success of Nigeria’s entertainment industry, in addition to shifting consumption patterns among online viewers.
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Describing it as a new chapter for African creators, YouTube’s Director for Turkey, Africa, and the Middle East, Tarek Amin, said the development reflects Nollywood’s growing popularity far beyond its home base.
“The old gates are coming down. We’re in a changing media landscape, and Nigerian creators are at the heart of it. For the first time, producers can skip the traditional system and connect directly with global audiences. Your content can go from Lagos studio to a living room in London or New York. This is about ownership, direct relationships with your fans, and sustainable businesses. Together, we can spread African content worldwide,” he said.
His remarks conceded a broader reality: Nigeria’s entertainment sector is one of the fastest-growing in the world, fueled by a digitally enabled youth population.
YouTube tools for growth
The conference was not a series of speeches alone. Hands-on sessions addressed how content creators can make their brands stick, maximise content for long-form consumption, and use YouTube analytics to learn more about audiences.
Miebaka Anga, YouTube’s Strategic Partner Manager, highlighted the company’s position as something beyond that of an aggregator platform.
“This is a fantastic chance to engage directly with our partners,” Anga said. “We’re not just offering a platform; we’re also sharing strategies and expertise to help them navigate this new media landscape and meet their business goals.”
Workshops included deep dives on monetisation, content optimisation, and audience engagement, positioning Nigerian creators not only as storytellers but also as entrepreneurs in a global digital economy.
Nollywood’s influence was also a recurring topic. Actress and producer Bolaji Ogunmola took the stage to invite other actors to keep pace with the quickly changing realities of movie distribution and consumption.
“As filmmakers, the screen means more than the cinema or TV set,” Ogunmola said. “For many Nigerians, YouTube is becoming the new TV. That’s where audiences find stories, share them, and build fandoms that cross borders.”
Her comments reflected a change in generations in media consumption. For the younger Nigerians, particularly the Gen Z, YouTube has been the default screen, a place where simplicity of access co-exists with community. This positions it at the centre of cultural conversation.
Connected TV and changing habits
Another notable find was the rise of connected television in Nigeria. More than 2 million Nigerians now watch content on the platform from the comfort of their television sets in their homes, YouTube said. This has made the platform shift from a mobile-first platform to a living room fixture that competes head-on with traditional broadcasters.
For producers, it signals new opportunities and new challenges. Long-form content, hitherto the preserve of the cinema or of pre-planned television, is increasingly watched online, where ease and immediacy of interaction are more valuable than rigid programming timetables.
The 55 per cent growth in watch time and a strong percentage of foreign viewers aren’t just numbers, but reflective of the positioning of Nollywood as a true global force. Nigerian movies and television shows are being watched across North America, Europe, and the rest of the African continent at record highs.
What previously cost money in global distribution is now accomplished with a single upload. But with this convenience comes pressure: global viewers require more quality storytelling, technical content, and consistency.
It is a challenge for native producers to increase production without losing the authenticity, which makes Nigerian storytelling distinctive.
The Lagos workshop followed previous YouTube-funded activities on the African continent, including the 2024 conference YouTube for Filmmakers, Celebration of Nollywood 2023, and the Black Voices Fund. All are indicative of a growing push to supply African content creators with the tools, knowledge, and training to thrive in a competitive international market.
The underlying message of TV/Film Day this year was clear: Nigerian content is no longer the preserve of Nollywood or local television stations. With local stories now being given a boost on digital platforms, producers now have the choice and responsibility to build locally rooted but world-shaping businesses.