Users in Nigeria are abandoning streaming services in favor of watching movies on YouTube
In the vibrant and diverse landscape of Nigerian entertainment, YouTube is steadily gaining traction as a preferred video streaming platform, outshining competitors like Netflix, Showmax, and Prime Video.
The appeal of YouTube lies in its accessibility and affordability, particularly in a country like Nigeria with a diverse economic landscape. Unlike subscription-based services, YouTube is free to use, making it more accessible to a wider audience. This free model, combined with the lower income levels in Nigeria, makes YouTube a more attractive option for many users.
Moreover, YouTube's vast array of content caters to diverse interests. From music videos to educational content, DIY tutorials, and user-generated content, the platform offers a variety that often aligns more closely with local tastes and preferences, such as music from popular Nigerian artists like Davido.
Mobile devices are the primary means of accessing the internet and social media platforms in Nigeria. YouTube's mobile app is widely used, making it easier for users to access content on-the-go. This mobile accessibility is a significant advantage that YouTube holds over its competitors.
YouTube also supports local creators and content, allowing them to reach a broader audience. This fosters a sense of community and relevance among viewers, as local content can be more relatable and engaging for Nigerian audiences than international content offered by Netflix and others.
Furthermore, YouTube's integration with social media platforms like Instagram and Telegram is strong in Nigeria. This integration allows content creators to promote their videos across multiple platforms, increasing their visibility.
For content creators, YouTube provides monetization opportunities through ads, sponsorships, and merchandise sales, making it a viable career path for many Nigerians. This encourages more creators to produce content on YouTube, further increasing its appeal.
In recent years, the number of Nigerian YouTube channels earning significant revenue has doubled. This is partly due to YouTube's monetization features such as AdSense, Super Thanks, Super Chat, channel Memberships, YouTube Shorts Fund, brand partnerships, and affiliate marketing.
Production costs on YouTube are lower than cinema or streaming, as it doesn't require expensive cameras, costumes, or elite production values. Many Nollywood production houses use YouTube as both a distribution platform and a marketing funnel, leading fans to paid platforms, merchandise, or exclusive content.
Consistent viewership on YouTube can lead to sustainable income for creators, especially those with dedicated audiences. This is a significant advantage over subscription-based services like Netflix, Showmax, and Prime Video, which require a consistent subscription to generate revenue.
In response to YouTube's growing popularity, Netflix, Showmax, and Prime Video have raised their subscription prices in Nigeria. However, despite these price increases, many Nigerians still find YouTube more affordable.
The exchange rate used is $1 to ₦1,600. With Netflix's premium plan now costing ₦8,500 a month, up from ₦7,000, and Showmax's subscription starting at ₦3,200, it's clear to see why YouTube's free model is appealing to many Nigerians.
Prime Video's subscription is ₦2,300, but shows ads unless users pay more. Meanwhile, the Basic plan on Netflix rose to ₦4,000 from ₦3,500, and the Mobile plan now costs ₦2,500, up from ₦2,200.
Filmmaker Olatunbosun Amao stated that anyone can make a film on YouTube and potentially make more than they spent if the content is good and popular. Filmmaker Kazeem Adeoti, co-founder of iBAKATV YouTube Channel, echoed this sentiment, highlighting the tremendous growth in the number of full-length movies on YouTube, with several top actors owning YouTube channels to directly distribute their movies to consumers.
Seun Oloketuyi, film producer and founder of the Best of Nollywood (BON) awards, finds YouTube more appealing to filmmakers due to its lack of specifications on camera types, costumes, quality, and language mixes.
In conclusion, YouTube's combination of affordability, variety, and local relevance makes it a preferred choice for video streaming in Nigeria. Its mobile accessibility, support for local creators, and monetization opportunities have made it a viable career path for many Nigerians, contributing to its growing popularity.
In the context of Nigerian entertainment, technology platforms like YouTube offer a significant advantage over subscription-based services, such as Netflix, Showmax, and Prime Video, due to their affordability and alignment with local tastes. This affordability, coupled with the lower income levels in Nigeria, makes YouTube more attractive to many users who prefer the free model for video streaming.
Moreover, the mobile accessibility of YouTube's app is a significant advantage, as it caters to the primary means of internet and social media access in Nigeria, thereby allowing users to engage with diverse content such as music, education, DIY tutorials, and entertainment, all within the realm of local finance and technology.
