Deyemi Okanlawon Breaks Down Why More Nigerian Filmmakers Are Embracing YouTube
Nollywood star Deyemi Okanlawon is opening up about the changing tides in Nigeria’s movie industry and why YouTube is becoming a go-to destination for serious filmmakers.
Speaking during a recent interview on Rubbin’ Minds, the actor-turned-producer shared that the traditional cinema route has become increasingly difficult to navigate—especially for independent creatives. For many, YouTube now feels like the freer and fairer option.
“Getting your movie into the cinema isn’t as simple as making a great film,” he explained. “There are gatekeepers. There’s politics. Are you well-known enough? Did you spend enough on promotion? It becomes less about the work and more about perception.”
But YouTube? That’s a different story entirely. According to Okanlawon, it’s a platform where filmmakers can bypass the red tape and connect directly with audiences—no middlemen, no restrictions.
This growing shift has seen many Nigerian storytellers choosing to share their work online instead of waiting for a green light from cinema chains or streaming services. And they’re not just hobbyists—established names like Ruth Kadiri, Omoni Oboli, and Kunle Afolayan have also taken this route.
While Okanlawon’s own film pulled in over ₦130 million at the box office, he revealed that only a fraction of that actually lands in the producer’s hands—around 40%, once taxes and other deductions are applied. “It didn’t even cover the full cost of making the movie,” he said.
He also shared a personal turning point: in 2019, he stepped away from acting to understand the business side of the industry. He joined Silverbird Film Distribution, worked in marketing, climbed up to head Nollywood distribution, and even briefly served as the company’s acting CEO.
“That was my business school,” he said. “I needed to learn how the system works from the inside.”
Touching on the recent cooling off by streaming giants toward Nigerian original content, Okanlawon pointed out that many platforms were chasing big breakout hits—like Squid Game or Money Heist—but didn’t quite find what they were looking for.
He added that the industry’s current trend of geo-blocking local content is more about licensing changes than any lack of interest in Nollywood.
Still, he’s not discouraged. For him, the key is staying flexible and showing up with your best work—whether that’s on Netflix, in cinemas, or right on YouTube.
“Wherever I am, I’m giving it everything,” he said. “That’s the only way forward.”
