Nigerian TV and film producers converged in Lagos for YouTube’s inaugural TV/Film Day, a one-day workshop aimed at equipping leading storytellers with fresh strategies to reach global audiences in the digital age.
Held at Google’s Lagos office, the event drew broadcasters, production companies, and Nollywood creators for a practical deep dive into leveraging YouTube’s tools—optimizing long-form content, exporting local stories, and building sustainable online businesses. Sessions featured case studies from Europe, the Middle East, and Africa, including a spotlight on Channel Four and Fanatiks, alongside hands-on training in content optimization and audience engagement.
A major theme was the rise of connected TV, with new data indicating that more than two million Nigerians now watch YouTube on living-room screens. Opening the day, Tarek Amin, YouTube’s director for the Middle East, Africa, and Turkey, underscored the shift: “The old gates are coming down… For the first time, producers can bypass the traditional system and connect directly with global audiences. Your content can travel from a studio in Lagos to a living room in London or New York… Together, we can take African content to every corner of the globe.”
Nigeria’s entertainment sector continues to surge, powered by a young, digitally savvy audience. Reflecting this momentum, YouTube reports that watch time in Nigeria grew by more than 55 percent year-on-year as of October 2024, and over 70 percent of views for Nigerian-made content now come from outside the country.
Facilitating sessions, Miebaka Anga, Strategic Partner Manager at YouTube, emphasized the platform’s collaborative approach: “We’re not just providing a platform; we’re providing the strategies and expertise to help partners navigate this new media environment and achieve their business goals.”
Nollywood actor and producer Bolaji Ogunmola added a creator’s perspective on evolving viewing habits: “As filmmakers, the screen no longer means only the cinema or television set. For many Nigerians, YouTube is the new TV. It’s where audiences discover stories, share them, and build fandoms that reach across borders.”
The workshop closed with a networking session, where producers explored partnership opportunities and strategies for scaling Nigerian storytelling on global platforms. The Lagos TV/Film Day builds on earlier YouTube initiatives—including the 2024 YouTube for FilmMakers event, 2023’s Celebration of Nollywood, the YouTube Black Voices Fund, and training programs across Africa—signaling the company’s ongoing commitment to empowering African creators to grow and monetize their audiences.