Nollywood star Deyemi Okanlawon has shed light on a growing shift in Nigeria’s film industry: the move from traditional cinemas to YouTube in a candid conversation on Channels Television.
Okanlawon, one of Nigeria’s most recognizable screen talents, revealed that independent filmmakers are increasingly turning to the video-sharing platform as a more accessible and cost-effective alternative to conventional theatrical releases.
“Taking a film to the cinema, it’s really difficult for an independent filmmaker, especially if you’re starting out,” he said. “There are so many obstacles. So, it’s not really to their advantage.”
According to the actor, YouTube offers a more democratic playing field—one without gatekeepers, expensive marketing requirements, or limited screen time dictated by box office politics.
“Nobody’s standing in your way. There’s no politics of, are you a popular producer? Are we giving you enough showtimes? Are you spending enough money on your marketing so that we can now decide whether your film is worthy of attention in cinemas?” Okanlawon added.
Even with success stories like his own 2023 film—which grossed over ₦130 million—Okanlawon says the profits often don’t reflect the numbers. After cinema cuts and government taxes, filmmakers typically receive around 40% of gross earnings.
“Your profit is totally different. You look at how much you spent versus how much you made. That ₦130 million? It didn’t cover my costs,” he explained.
This financial imbalance has become a key reason why many Nigerian creatives are opting for digital distribution, where they maintain greater control over their content and earnings.
Okanlawon also addressed the noticeable slowdown in Netflix’s investment in Nigerian original content. According to him, the streaming giant was hunting for a breakout global hit—Nigeria’s equivalent of Squid Game or Money Heist—but hasn’t quite found one.
“They were looking for their Squid Game. They were looking for their Money Heist that would come out of Nigeria. And while we’ve had some big films, I don’t think that they got enough traction,” he said.
Despite the evolving landscape, Okanlawon remains committed to his craft—whether in cinemas, on Netflix, or YouTube.
“No matter where I find myself, whether it’s a Netflix original, a cinema film, or now on YouTube, I’m going to give my 100%,” he said.
