Afolayan: YouTube’s Biggest Attraction Is Dollar Exchange Rate
By Dim Oba, LAGOS – Nollywood filmmaker and producer, Kunle Afolayan, has described YouTube as the most flexible platform for filmmakers and content creators, but argued that its major attraction in Nigeria is the favourable exchange rate attached to its earnings.
Afolayan made the remarks while discussing the growing influence of digital streaming platforms and the opportunities available to filmmakers outside traditional distribution channels.
According to him, YouTube may not offer filmmakers the kind of financial returns available from major streaming platforms such as Netflix and Prime Video, but its accessibility makes it an important starting point for creators.
“YouTube can never give you what Netflix and Prime will give you, but it’s the most flexible. It’s for everyone,” he said.
The filmmaker explained that YouTube provides an avenue for creators who lack the negotiating power or industry connections required to secure deals with major streaming platforms.
“It’s like a starting point. If you don’t have the strength to negotiate, if you don’t have access to the big players, then you open an account and put it there. If people watch it, you make your money,” he added.
Afolayan, however, cautioned that the seemingly attractive earnings often associated with YouTube views are significantly influenced by the naira-dollar exchange rate.
He noted that claims of creators earning thousands of dollars from a million views become particularly attractive when converted into naira because of the prevailing exchange rate.
“The reason why people will say, ‘I’ve hit one million views, I get $10,000,’ is because of the exchange rate. If dollar drops, what happens? Everybody will run away from YouTube,” Afolayan said.
He further suggested that a significant strengthening of the naira could reduce the financial appeal of YouTube earnings for Nigerian creators.
“So the attraction right now is the exchange rate. If dollar comes down to 200 to one dollar, and I pray it does, but for now the foreign exchange makes it all worth it,” he stated.
His comments come amid growing interest among Nigerian filmmakers and content creators in digital platforms as alternative avenues for film distribution, audience building and monetisation.
