Onome Amuge
More than two million Nigerians now stream YouTube via television screens, reflecting the rapid shift in viewing habits that is reshaping the country’s film and television industry, the company disclosed at its first-ever TV/Film Day in Lagos.
The one-day workshop, hosted at Google’s Lagos office, brought together Nollywood producers, broadcasters and digital creators for training on audience engagement, content optimisation and global distribution strategies. Case studies from Channel 4 in the UK and Egyptian production house Fanatiks were presented as YouTube sought to position itself as a partner for Nigerian producers adapting to digital-first audiences.
The rise of connected TV, driven by cheaper smart televisions and wider broadband penetration, is seen to be increasingly pulling Nigerian audiences away from DVD and traditional broadcast formats. YouTube reported that watch time in Nigeria grew more than 55 per cent year-on-year as of October 2024, with more than 70 per cent of viewing for Nigerian-made content now coming from outside the country.
Tarek Amin, YouTube’s director for the Middle East, Africa and Turkey, told participants that digital platforms were opening up unprecedented opportunities for African creators. “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,” he said.
The workshop featured practical sessions on monetisation and changing consumption patterns, which Nollywood actor and producer Bolaji Ogunmola said required a rethinking of distribution. “For many Nigerians, YouTube is the new TV. It is where audiences discover stories, share them, and build fandoms that reach across borders,” she said.
The Lagos event follows a string of YouTube initiatives in Nigeria, including a 2024 filmmakers’ programme and the Black Voices Fund. The company has positioned these efforts as part of a wider strategy to help African creators capture a larger share of the global entertainment market.
