Nigerians are ditching streaming platforms for YouTube

Not long ago, giant video streaming platforms like Netflix and Amazon Prime Video were hailed as the future of television in Nigeria. They offered an escape from the limitations of cable television and promised premium on-demand content. But today, they face a powerful competitor: YouTube.

While Netflix, Showmax, and Prime Video chase audiences with sleek Nigerian originals and aggressive pricing strategies, many Nigerians are opting for YouTube for movies and series.

The reasons are economic, infrastructural, and technological.

YouTube is practical

Streaming services are getting more expensive. Netflix recently raised its Nigerian subscription prices for the third time in less than a year.  According to Punch, the increase follows similar hikes in April and July 2024.

Under the new price, Netflix’s premium plan now costs ₦8,500 a month, up from ₦7,000 ($5.3).The Standard plan jumped to ₦6,500 ($4.1) from ₦5,500 ($3.4).The Basic plan rose to ₦4,000 ($2.5) from ₦3,500($2.2), and the Mobile plan now costs ₦2,500 ($1.6), up from ₦2,200 ($1.4).

Showmax’s subscription starts at ₦3,200 ($2), and its full version at ₦2,500($1.6). Prime Video’s subscription  is ₦2,300, but now shows ads unless users pay more.

In a country where the minimum wage is ₦70,000 and some people spend up to ₦40,000 ($25) on data, these prices are unaffordable for many. According to the World Bank, over half of Nigeria’s 230 million people live in poverty. Streaming, for many, is a luxury.

YouTube works better with Nigeria’s internet reality

In contrast, YouTube meets users where they are by offering what many see as a more adaptive solution. It is free, widely accessible, and critically, allows users to control video quality, download videos for offline viewing, and stream using data-saving options. 

Streaming platforms often load in HD or 4K by default, quietly draining viewers’ data. While both streaming platforms and YouTube require data, YouTube allows users to drop resolution, turn off autoplay, or use data-saving browsers like Opera Mini. Most Nigerians know the drill: download videos overnight using midnight bundles, then watch offline during the day. YouTube supports that. Most streaming  platforms don’t.

To watch videos on YouTube, users only need internet access and data, which is relatively affordable compared to subscription-based services. In a country where mobile is the dominant mode of access, that control makes a difference. Statista reports that Nigeria had 103 million active internet users as of January 2024, with most of them on  mobile, and 107 million users as of February 2025. YouTube’s mobile-first features give it a native advantage. 

Beyond affordability, YouTube offers users vast access to videos. Unlike paid streaming services such as Netflix, Amazon Prime Video, or Showmax, YouTube offers free access to an array of content, from Nollywood films to music, comedy skits, and more. In essence, people pay less for more in contrast with the abundant but still limited content bank of most streaming platforms.

Local content plus local relevance 

Another reason YouTube wins? Relevance.

Where paid platforms lead with Western and high-gloss African content, YouTube gives users content at different quality levels but which, importantly, offer more chances for relatability. 

Additionally, filmmakers and other creators on YouTube publish faster and more frequently than streamers. This is attributed to the fact that the platform gives them direct control over their content, production timelines, and distribution strategies. Unlike streaming services that require lengthy approval processes, high-budget production standards, and executive sign-offs, YouTube removes these barriers, allowing filmmakers and creators to shoot, edit, and upload content at their own pace.

It’s a business, not a bet

Streaming platforms like Netflix often buy out Nollywood creators’ work, offering upfront money but little long-term payoff. YouTube, by contrast, offers Nigerian filmmakers recurring income through its monetisation features. 

Monetisation methods include AdSense revenue, Super Thanks, Super Chat, and channel Memberships, YouTube Shorts Fund, brand partnerships and affiliate marketing. Consistent viewership can lead to sustainable income, especially for those with dedicated audiences.

Streaming activities, including YouTube, have driven record increases in internet spending and data usage in Nigeria. Also, the number of Nigerian YouTube channels earning significant revenue has doubled in recent years, encouraging even more filmmakers and creators to put their content on the platform.

Many Nollywood production houses now use YouTube as both a distribution platform and a marketing funnel, leading fans to paid platforms, merchandise, or exclusive content. It also gives them full control over release schedules, audience engagement, and monetisation strategies, which is something most streamers do not offer.

Production costs are lower, too. Unlike cinema or streaming, YouTube doesn’t require expensive cameras, costumes, or elite production values. As filmmaker Olatunbosun Amao put it in ThisDay: “On YouTube, anyone—literally anyone—can make a film. If it’s good and people like it, you can make way more than you spent.” 

Filmmaker and co-founder of iBAKATV YouTube Channel, Kazeem Adeoti, said the number of full-length movies on YouTube had grown tremendously. Several top actors own YouTube channels to directly distribute their movies to consumers, he said.

Seun Oloketuyi, film producer and founder of the Best of Nollywood (BON) awards, said YouTube had become more appealing to filmmakers as there were no specifications on the types of cameras to be used, the quality of costumes or the language mixes.

So, is YouTube a viable alternative to streaming?

For millions of Nigerians, it already is.

It’s not just about affordability. YouTube offers a tech experience that matches Nigerian habits: offline viewing, lower-res options, platform-agnostic access, and relatable content. It’s entertainment on your terms, not a Silicon Valley subscription trap.

Will streamers disappear? Probably not. But unless they rethink their pricing, data consumption, and distribution models, they may become premium outposts.

*Exchange rate used is $1 to  ₦1,600.