Kunle Afolayan Says YouTube Can't Compete with Netflix and Prime Video

Nigerian filmmaker and producer Kunle Afolayan has raised concerns about the idea that YouTube pays better than major streaming services like Netflix and Prime Video for Nigerian filmmakers.

Afolayan believes that YouTube's popularity in Nollywood comes from its ease of use and the chance to earn in foreign currency, while most production costs are in naira.

In a recent interview with former Finance Minister Kemi Adeosun on the Nidacity podcast, released on YouTube on Tuesday, Afolayan stated that YouTube cannot match the financial rewards of Netflix and Prime Video.

"YouTube can never give you what Netflix and Prime Video give you, never. But it is the most flexible. It is for everyone. It is like the starting point," he said.

Afolayan pointed out that YouTube's accessibility is what sets it apart from major streaming platforms. Filmmakers can share their work directly without needing to negotiate with streaming services.

He also talked about his path into filmmaking, mentioning that he studied Business Administration and worked in banking for seven years before starting film production in 2004.

Afolayan noted that technology has changed Nollywood a lot over the years, with streaming platforms like Netflix and Prime Video being key players in that change.

But he feels that the recent interest in YouTube among Nigerian filmmakers is closely tied to Nigeria's exchange rate. Creators earn ad money in foreign currency while spending most of their production budget in naira, making YouTube earnings look good.

"People now would say, 'I have hit one million views, I get $10,000.' It is because of the exchange rate. If the dollar drops, what happens? Everybody will run away from YouTube," he said.

YouTube does not pay a set amount for one million views. Revenue changes based on factors like where the viewers are, how many ads are sold, and the type of content being monetised.

Afolayan further suggested that if the naira becomes stronger, it could change the appeal of YouTube for filmmakers.

"If the dollar comes to, let’s say, ₦200 to $1, people will leave YouTube. But for now, the foreign exchange is what is making YouTube look lucrative," he said.

His example of ₦200 to a dollar was just a way to show how exchange rates affect the earnings of Nigerian creators.

YouTube is increasingly a way for Nigerian filmmakers to reach audiences directly, without needing traditional cinema or TV deals. Afolayan has also put some of his older films on YouTube after their previous release periods ended.

During the interview, Afolayan revealed that he spent over ₦8 billion of his own money on developing the KAP Film Village and Resort in Igbojaye, Oyo State.

He believes that the size of his investment and the facilities built there should get government support. He argued that some businesses that receive government funds have invested much less than he has in the film village.

"If we’ve managed to do that, I think there should be some sort of support, like from government agencies," he said.

However, this investment has come with serious issues, especially concerning electricity. Afolayan mentioned that the film village has not had access to public electricity since it started and relies heavily on diesel.

He said that the rising cost of diesel became so hard to manage that he considered shutting down the resort. A friend later offered to supply diesel on credit, but that plan was not sustainable.

The energy crisis has pushed him to look for renewable energy options, with about ₦200 million already spent on a green-energy project that still cannot power the whole facility.

This comes more than a year after the Oyo State Government promised to provide electricity infrastructure for the site. At the official unveiling of the KAP Film Village and Resort on April 12, 2025, Governor Seyi Makinde stated that his administration had bought a transformer for the facility and would connect it to the national grid.

The governor also talked about setting up a solar-hybrid mini-grid, saying both projects would be completed within six months.

"We made a promise to support this facility with power infrastructure to reduce energy costs," Mr Makinde said at the unveiling.

"We’ve begun that process by buying the transformer, but it is not yet complete. Let me assure you, we will deliver on that promise. We will ensure that this film village is connected to the national grid. We will also build a solar-hybrid mini-grid as an alternative source of power."

Afolayan also shared that the need for the KAP Film Village and Resort arose partly from accommodation issues he faced while filming his 2022 movie, Aníkúlápó.

The historical drama, set in a pre-colonial Yoruba society, was shot in Igbojaye, where Afolayan began creating the film village. He said the remote location led to major accommodation problems for the cast and crew, forcing some actors to make unusual arrangements during filming.

"When we shot Aníkúlápó, we didn’t have accommodation. We were squatting in people’s houses. Sola Sobowale and Bimbo Ademoye even brought their mattresses and freezers from home," he said.

Afolayan said this experience made him realise the need to build accommodation at the facility.

"So I had to build 100 rooms in the film village to make everyone comfortable," he said.

The facility has grown beyond being just a production site. The KAP Film Village and Resort was officially opened in April 2025, with Mr Makinde and the Minister of Art, Culture and the Creative Economy, Hannatu Musawa, among those present.

The facility has hosted productions like Aníkúlápó, Aníkúlápó: Rise of the Spectre, and Ijogbon.