YouTube recently held its first-ever TV/Film Day in Lagos, a one-day workshop designed to help Nigerian TV and film producers use digital tools to reach a global audience. The event, hosted at Google’s Lagos office, brought together broadcasters, production companies, and content creators from Nollywood to learn how to optimize long-form content on YouTube, export their stories, and build sustainable online businesses.
The workshop included case studies from across Europe, the Middle East, and Africa, featuring examples from Channel Four and Fanatiks. Sessions also covered practical training on content optimization and audience engagement, with discussions on the growing trend of connected TV. New data shows that more than 2 million Nigerians now watch YouTube on their living room screens.
Tarek Amin, YouTube’s Director for the Middle East, Africa, and Turkey, opened the event by highlighting the shift in the media landscape. He noted that for the first time, producers can bypass traditional systems and connect directly with a global audience. “Your content can travel from a studio in Lagos to a living room in London or New York,” he said. “This is about ownership, about building a direct relationship with fans, and about creating sustainable businesses. Together, we can take African content to every corner of the globe.”
Nigeria’s entertainment industry is one of the fastest-growing in the world, and YouTube’s data reflects this growth. Watch time in Nigeria grew more than 55% year-on-year as of October 2024, and over 70% of the viewing for Nigerian content now comes from outside the country.
Bolaji Ogunmola, a Nollywood star and producer, shared her perspective, stating that for many Nigerians, YouTube has become the new TV. “It is where audiences discover stories, share them, and build fandoms that reach across borders,” she commented.
This event is part of YouTube’s ongoing efforts to support African creators, following initiatives like the YouTube for FilmMakers event in 2024, Celebration of Nollywood in 2023, and the YouTube Black Voices Fund.