Kunle Afolayan: YouTube is Nollywood’s Future, But Piracy is a Threat

Filmmaker Kunle Afolayan believes YouTube is the key to Nollywood’s future, offering an unprecedented opportunity for Nigerian filmmakers to reach global audiences. However, he also raised an important concern: piracy.

In an interview on One2One on Channels Television, Afolayan discussed how YouTube has become an essential platform for filmmakers, giving them a way to bypass traditional distribution channels. He sees YouTube Movies as a game-changer, offering similar exposure to what Netflix provides, but with the added benefit of being easily accessible to anyone with a phone. "If Nigerian films get the right visibility on YouTube, it could become as influential as Netflix in terms of global reach," Afolayan explained.

However, the filmmaker also pointed out that YouTube's openness, while allowing for easy access, also makes it highly vulnerable to piracy. “YouTube is very porous,” Afolayan noted, explaining how anyone can easily upload pirated content, a problem that's even more widespread on YouTube than on other platforms like Netflix. While piracy is an ongoing concern, Afolayan believes that the revenue filmmakers can generate through legitimate viewership on YouTube can help offset these risks.

“If your film gets the right viewership and you're earning well from it, piracy becomes less of a worry,” he said. “Even if someone copies your film, they can’t resell it to major platforms like Amazon or Netflix.” In other words, while pirated content may be copied and distributed on YouTube, it can’t be licensed to other reputable services, ensuring some level of financial protection for filmmakers.

More and more Nollywood creators are recognizing the potential of YouTube. Top actors and producers are creating their own channels, offering original content to attract viewers directly. This shift is part of a larger trend where filmmakers are increasingly turning to YouTube as an alternative to traditional cinemas and streaming gatekeepers. With its global accessibility and easier monetization, YouTube is emerging as a crucial platform for both storytelling and generating income.

Afolayan also acknowledged the rising trend of filmmakers managing their own YouTube channels, calling it a “big deal” for the Nigerian film industry. This ability to bypass intermediaries and reach global audiences directly has empowered creatives in new ways, making YouTube an invaluable tool for both visibility and income generation.

Looking at Nollywood’s progress, Afolayan credited streaming giants like Netflix and Amazon Prime for transforming the industry. These platforms not only provide new distribution opportunities but also commission and license high-quality content, which has raised production standards in Nollywood. "A few years ago, it was difficult to raise funds, and distribution channels were limited," Afolayan recalled. "But now, filmmakers are being paid in dollars, and these platforms are offering long-term commissions, creating jobs and improving the quality of our films."

He also stressed that filmmakers must meet international standards to stay relevant. "If your film doesn’t meet the quality expected by global platforms like Netflix, it simply won’t get considered," he said.

In sum, while YouTube holds immense promise for Nollywood’s future, filmmakers must balance the opportunity with the ongoing threat of piracy. But with the right exposure and financial support, YouTube may indeed become a game-changer for Nigerian cinema.