Nollywood star and producer Deyemi Okanlawon says more Nigerian filmmakers are ditching cinemas and streaming giants for YouTube, citing the platform’s accessibility and freedom from traditional industry gatekeepers. Speaking on Channels Television’s Rubbin’ Minds, the 44-year-old actor described YouTube as “very democratised,” allowing creators to bypass politics over showtimes, marketing spend, and popularity that often determine a film’s fate in cinemas.
Okanlawon, whose own film grossed over ₦130 million in theatres, revealed that producers typically keep only about 40% of ticket sales after sharing revenue with cinemas and paying taxes — a margin that, in his case, failed to cover production costs. “Taking a film to cinema is really difficult for an independent filmmaker,” he said. “There are so many obstacles that it’s not really to their advantage.” He added that YouTube offers a direct path to global audiences without expensive distribution hurdles.
The actor, who once paused his career to lead Nollywood distribution at Silverbird, also weighed in on why streaming giants have scaled back Nigerian originals, noting that platforms had hoped for breakout hits like Squid Game or Money Heist. Despite these shifts, Okanlawon remains optimistic. “No matter where I find myself — Netflix, cinema, or YouTube — I’m going to give my 100%,” he said.
