A recent YouTube event in Lagos revealed that 70% of views for Nigerian content come from abroad, showcasing the rise of Nollywood and changes in media consumption.
Impact of Nollywood and New Realities
At the first-ever TV/Film Day event in Lagos, it was announced that 70% of views for Nigerian content come from outside the country. YouTube's Director for Turkey, Africa, and the Middle East, Tarek Amin, described this as a new chapter for African creators, emphasizing that producers can now directly connect with global audiences. 'Old gates are coming down. Nigerian creators are at the heart of a changing media landscape,' he stated.
YouTube Tools for Growth
The conference included hands-on sessions where content creators learned how to optimize their brands and increase audience engagement. YouTube's Strategic Partner Manager, Miebaka Anga, highlighted the company's role as more than just an aggregator platform. 'This is a fantastic chance to engage directly with our partners,' he said.
Changing Consumption Habits
There is a notable rise in the use of connected televisions in Nigeria, with over 2 million people watching YouTube content directly on their TVs. This shifts YouTube from a mobile-first platform to an important competitor with traditional broadcasters. The growth in watch time by 55% and the strong percentage of foreign viewers reflect Nollywood's emergence as a true global force in entertainment.
The Lagos event underscores that Nigerian content is no longer just the domain of Nollywood or local television stations. With the growth of digital platforms, producers have the opportunity to create locally rooted but globally impactful projects.
