Veteran actor and filmmaker Kanayo O. Kanayo has weighed in on this long-standing challenge, crediting YouTube as a critical lifeline that helped rescue Nollywood from what he described as “ravaging wolves” — an ecosystem of pirates, illegal marketers, and middlemen who exploited creators and drained revenues.
Industry Under Siege
Before the rise of digital streaming, Nollywood filmmakers battled massive losses as movies were duplicated and sold illegally within days sometimes hours of release. Producers bore the cost of production, while pirates reaped the profits. According to industry insiders, this culture discouraged investment, stifled quality, and forced many practitioners out of the business.
Kanayo, one of Nollywood’s most recognizable faces with over three decades in the industry, noted that piracy wasn’t just stealing films, it was stealing livelihoods, growth, and creative freedom.
YouTube as a Turning Point
The arrival of YouTube and other digital platforms marked a major shift. For the first time, filmmakers could bypass traditional distribution bottlenecks, reach global audiences directly, and earn revenue transparently through views, ads, and licensing.
“YouTube changed the power dynamics,” Kanayo explained in recent industry conversations. “It gave content owners control again.”
Today, many Nollywood production houses operate verified YouTube channels with millions of subscribers, monetizing old classics and new releases alike. This digital archive has also preserved films that might otherwise have disappeared due to poor physical distribution and piracy.
Global Reach, New Audiences
Beyond revenue recovery, YouTube expanded Nollywood’s footprint far beyond Africa. Nigerian stories now reach viewers in the diaspora and international audiences curious about African narratives. Subtitles, improved production quality, and algorithm-driven discovery have helped elevate Nollywood from a regional phenomenon to a global content force.
Kanayo believes this visibility has redefined how Nollywood is perceived:
not just as a volume-driven industry, but as a serious cultural and economic asset.
Challenges Still Remain
Despite the gains, Kanayo cautioned that digital salvation does not mean the war is over. Content theft, copyright abuse, and unfair monetization practices still exist online. He emphasized the need for stronger copyright enforcement, digital literacy for creators, and strategic partnerships with platforms.
The Road Ahead
As Nollywood evolves into a more structured, tech-driven industry, voices like Kanayo O. Kanayo’s serve as both testimony and warning. YouTube may have rescued Nollywood from its most dangerous predators, but sustaining growth will require innovation, policy support, and continued ownership of African stories by Africans themselves.
For now, one thing is clear:
Digital platforms didn’t just change how Nollywood distributes films — they helped save the industry itself.
— eWeekly Magazine
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