YouTubehood? Nollywood Actors Who Left Cinema, Netflix for YouTube

In Nigerian entertainment, should we say we now have “YouTubehood?” Many filmmakers and actors are turning their backs on traditional cinema halls and even global streaming giants like Netflix, choosing instead the more accessible realms of YouTube. According to most of them, the illegal distribution of movies has been so severe that organized groups have taken control, forcing filmmakers into compromising their profits by selling their work at diminished rates to avoid piracy losses.

Aside from that, YouTube lies in its simplicity and directness. Filmmakers gain the power to control distribution and connect intimately with their audience, key factors in an industry where every view counts. This approach not only combats piracy but also sidesteps the high standards and selectiveness of platforms like Netflix and Prime Video, which often exclude low-budget films from their rosters.

In Nigeria, streaming films on YouTube might not be the most lucrative path yet, but it offers something perhaps more valuable: creative freedom and the ability to sustainably pay casts and crews. With around 31.6 million YouTube users in Nigeria, compared to a mere 169,600 Netflix subscribers, the platform presents a fertile ground for filmmakers to thrive, unfettered by the stringent expectations of quality that higher-budget films face. Here are some nollywood actors who have diched out platforms for youtube.

Ruth Kadiri

Ruth Kadiri can be called the “YouTube Queen” within the Nollywood community. As president of Ruth Kadiri 247, she initially turned heads by opting to stream her films exclusively on YouTube, bypassing traditional cinema and elite streaming platforms. Her strategic move paid off, leading to explosive growth in her audience and revenue. Today, her main YouTube channel rakes in over 1 billion Naira annually, with her groundbreaking venture into Francophone Africa adding an impressive 25 million Naira monthly from just 400,000 subscribers.

Kadiri’s recent foray into French Africa, where she actively tours to promote her new channel, exemplifies her innovative spirit. By translating her movies into French, she not only extends her reach but also significantly boosts her earnings. Through her savvy use of social media and personal branding, Ruth Kadiri has not only elevated the standard of YouTube filmmaking but has also proven that the platform is a lucrative alternative for distributing and monetizing content in Nollywood.

Omoni Oboli

Omoni Oboli, a renowned Nollywood actress, director, and producer, has ventured into the digital sphere with her own YouTube channel.  With over 337 thousand subscribers, Omoni Oboli has tapped into a new revenue stream that complements her already successful career in film. She monetizes her YouTube channel through various methods, such as ad revenue generated from viewers watching ads on her videos. Additionally, she can earn through sponsored content where brands pay for product placements or endorsements within her videos. 

Bimbo Ademoye

Bimbo Ademoye has captured the hearts of YouTube audiences with her engaging channel that delivers skits, web series, and much more. With a robust following of 543,000 subscribers, Ademoye’s recent film, “Unexpected Places,” has amassed over 5.6 million views, reflecting her widespread appeal. She also entertains her fans with the hilarious series “Sibe,” which consistently pulls in over 1.3 million views per episode. Her skit series “Iya Barakat’s Teropi Section,” featuring guest celebrities, consistently garners more than 300,000 views, showcasing her knack for blending humor with relatable storytelling.

Ibrahim Yekini

Ibrahim Yekini has emerged as a formidable force on YouTube, where he has been releasing his films for the past five years. His recent works in November attracted over 1.5 million views, marking them among the most significant of his career. Despite starring in Netflix’s hit Nigerian original, “Jagun Jagun,” Yekini finds YouTube a lucrative and piracy-free platform, telling Rest of World, “We moved to YouTube to escape CD piracy, which has now reduced.” His success on YouTube underscores his adaptability and commitment to reaching his audience directly.

Seun Oloketuyi

Having faced relentless piracy, Seun Oloketuyi shifted to YouTube in 2022 to safeguard his films from unauthorized duplication. His proactive approach has led to the exclusive release of six films on the platform, with plans for two more by the end of 2023. Oloketuyi explains the piracy dilemma, noting, “All it takes is just one person to buy a CD and send it abroad, leading to widespread unauthorized copies.” His move to YouTube represents a strategic pivot to control distribution and connect more authentically with viewers.

Uche Mbunabo

Uche Mbunabo has turned heads with his latest high school drama, “Treasure in the Sky,” which exploded on social media, amassing millions of views within just five days. With over 1.5 million subscribers, Mbunabo leverages YouTube as a platform for the premiere and a space where his films can achieve rapid viral success. His story is a testament to the power of strategic content placement and the broad reach that YouTube offers filmmakers aiming for instant impact.